INSECT ECONOMY AND MARKETING: How much and in what way could insects be shown in packaging?

SAARA-MARIA KAUPPI

Master's Thesis Aalto University School of Arts, Design and Architecture Department of Design Creative Sustainability 2016 INSECT ECONOMY AND MARKETING: How much and in what way could insects be shown in packaging?

SAARA-MARIA KAUPPI

Master's Thesis Aalto University School of Arts, Design and Architecture Department of Design Creative Sustainability 2016

2 3 ACKNOWLEDGEMENTS

ith this thesis process, I had an amazing opportunity to engage myself with a topic that is rather new in Finland and has the full potential to be helpful for the whole insect industry. In the beginning of the year 2016, I moved from Helsinki to Seinäjoki to concentrate on this thesis. I was lucky to be part of a group of students from Helsinki University in Seinäjoki, who were also working with edible insects and starting Wtheir own business. We lived together, grew edible insects in our kitchen and discussed about insects every day. This made it easier for me to understand insects and think about them as part of our food chain. I am grateful to University Consortium of Seinäjoki for study facilities and encouragement that helped me along the way. When planning this research, the outcome of this thesis was not in sight. One of the major struggles in this thesis process was to trust in the process itself. Working with students and their lecturer at Lahti Institute of Design made the outcome even more interesting. I was very pleased about the results and the attitude students showed during this process. They were enthusiastic to be part of this research and introduced their packaging mock-ups with pride. As well as contributing to this research, they gained important material for their portfolios. I was also happily surprised that this topic gained media attention from YLE and Ilkka. Edible insects interest people despite the fact they are still perceived as strange. People are aware of their ecological benefits and have expressed interest in tasting them. All kinds of media coverage is good for the public discussion, and when the idea is planted in the heads of many, entomophagy will spread and gain a new audience, and possibly become mainstream in the future.

4 5 ABSTRACT

griculture, especially meat production, has a significant impact on the environment. In the future, the challenges are the growing population and its sustainable food production. In 2013, United Nations’ Agriculture and Food Organisation published a report that suggests entomophagy – the eating of insects – has the potential to become one of the most sustainable protein sources in the future. Currently, approximately two billion people eat insects as part of their daily diet, but Afor us Westeners, insect eating feels unusual. However, the existing trend of healthy diet in the West can facilitate the adoption of insect products. Insect products are already available in foreign markets and when the EU legal restrictions are removed, the markets will open in Fin-land. The aim of this study is to find ways to market insect products to Western – especially Finnish – consumers, through packaging design. This study is based on a literature analysis and packaging test for consumer behaviour. The literature analysis explains the reasons for entomophagy, origins of disgust reactions, as well as the basis for packaging design and consumer behaviour. The literature indicates that Western consumers most likely adopt insect eating if the insects are served in a processed form, such as powder, or used as an additional ingredient in familiar foods. Currently, one of the most popular in-sect products is a protein bar. Therefore, its packaging was selected as the test product. The question of whether images of insects should be shown in packaging is answered in this thesis. The results of the consumer behaviour test indicate that impressions on insect products vary between consumers, for example, women and men scored differently. Graphic design elements such colour and typography had an impact on respondents’ selections and in some cases colour had an even bigger role than the insect. It is important for the future research to recognise that insects as food ingredients can be illustrated in multiple ways. The results of this study show that abstract representations of insects generally cause less repulsion than realistic images. The packaging test has been made in collaboration with second-year INSECT ECONOMY AND MARKETING: packaging and branding students at Lahti Institute of Design. The findings How much and in what way could of this study can have strategic relevance for brand managers targeting insects be shown in packaging? prospective consumers. This thesis is also useful for packaging designers who design new insect product packaging for Western and especially Finnish Master's thesis by markets. SAARA-MARIA KAUPPI Aalto University Keywords: packaging design, entomophagy, edible insects, sustainability, Helsinki, 2016 consumer behaviour Copyright Saara-Maria Kauppi

6 7 ACKNOWLEDGEMENTS

ABSTRACT

1. INTRODUCTION 10 5. CASE STUDY: INSECT PROTEIN BAR PACKAGE TEST 44

1.1. Why eat insects? 12 5.1. The design problem 46 1.2. Objectives and research question 17 5.2. Briefing 47 1.3. Methodologies 17 5.3. Selection criteria of the packages 48 5.4. Survey 48 2. WHY NOT EAT INSECTS? 18 5.5. Hypothesis 48 5.6. Package testing 49 2.1. Western perception on insects 20 2.2. Emotion called disgust 20 6. RESULTS 52 2.2.1. What triggers disgust 20 2.2.2. Disgust and cultures 21 6.1. Quantitative data 54 2.2.3. Emotion versus sense 21 6.2. Respondents’ comments 54 6.3. Test results 66 3. DIFFUSION OF ENTOMOPHAGY 24 6.4. Evaluation of the research question 69 6.5. Final thoughts 73 3.1. Diffusion of innovations theory 26 3.2. Diffusion of insects 27 3.3. Case: How sushi went global 32 7. BIBLIOGRAPHY 76

4. PACKAGING DESIGN AND EDIBLE INSECTS 34 8. APPENDIX 82

4.1. Packaging in supermarket environment 37 4.2. Packaging design key elements 38 4.3. Packaging and emotions 40 4.4. Consumer behaviour research 40 4.5. Packaging design and research challenges 41

8 9 1INTRODUCTION

10 11 1.1. WHY EAT INSECTS? WHAT IS ENTOMOPHAGY?

he global population is growing rapidly. According to Entomophagy – insect eating – has been practised since Palaeolithic times, and FAO, the population will reach over 9 billion by 2050. The today one out of four people worldwide eat insects; the only exception is the big question in the near future is food security, how to feed Western countries. Some studies show that the attitude towards insects changed the growing population and provide enough food for all. after the rise of agriculture in the West and entomophagy started to decline. FAO has suggested insects as one solution to the global Insects were no longer seen as part of daily nutrition but more like pests that food crisis. There are many advantages to insects as a one needs to get rid of. At the moment, entomophagy is still practised in many protein source, such as their high feed-to-meat conversion countries around the world, predominantly in parts of Asia, Africa, Australia rate and their low water consumption. The only thing that and Latin America. It is part of various cultural cuisines and supplements the prevents people eating insects around the world today is our Western perception daily diets of two billion people. (van Huis et al., 2013) Tof insects being unsuitable for food. (van Huis et al., 2013) Currently insects play a role as novelty food in Western countries. Insect eating has captured media attention and there is an emerging trend of insect tasting, luxury brands adding extra flavours of insects to their products and small businesses emerging making, for example, insect protein bars and insect flour. Entomophagy is slowly becoming normalised also in the West as people travel more, are more open to new experiences and therefore want to try out new sorts of food. Image 1

SCARCITY OF AGRICULTURAL LAND AND GROWING POPULATION

In the year 2050, the global population is predicted to be 9 billion. Having 2 billion more mouths to feed than now creates massive challenges in food production. According to FAO, agriculture is currently using 70% of cultivated land, but it is estimated that using that alone would not be enough to feed the whole population. In order to feed the whole population, the amount of agricultural land has to be doubled. New ideas for global food security need to be taken seriously. Yet there is not much more land that could be used, without utilising the rest of the natural rainforests, natural forests and recreational land. Cutting down forests for food is highly questionable since it is a great Image 1. East-West dichotom. East described as blue and includes the countries that practise risk for global biodiversity, and for example, rainforests have a great ability to insect eating. West is illustrated as red, where insect eating is not widely spread activity. absorb carbon, helping to mitigate climate change (WWF 2008). This means that there is a need to look at the challenges from a new perspective in order to find innovative solutions for food security. (van Huis et al., 2013) The other problem in population growth is growing middleclass. FAO’s studies show that usually when people get wealthier they would like to include more meat to their diets (van Huis 2013). Research reveals that meat consumption per capita would rise from 41kg to 52kg by 2050, and from 30kg to 44 kg in developing countries (FAO 2009). The future of global agriculture looks alarming if these projections are accurate. From an agricultural perspective, this is problematic because meat production uses a lot of land, water, crops, energy from fossil fuels and human effort, as the animals need daily care (van Huis et al., 2013 [Pimentel et al., 2004]). Livestock now consume more edible protein than they actually produce, and meat production is one of the biggest

12 13 emitters of CO2, therefore accelerating global warming (van Huis 2013 [De self-awareness, as opposed to animals such as pigs that are, according to much Foliart, 1995; Ramos-Elorduy, 2008]). research, as intelligent as a pet dog. There could be less remorse associated with eating insects, in this sense they might be a more humane food choice AGRICULTURAL AND ECONOMIC ADVANTAGES OF INSECTS than cattle, lambs, chickens or pigs. (Dicke, M. 2010)

FAO (van Huis et al., 2013) suggests that one of the solutions for global food security could be insects. Insects are small, coldblooded – they do not need energy to maintain their body temperature – and their food conversion is higher than any traditional meats: they use their nutrition efficiently to grow protein. These facts support the possibility of insects being part of the solution. From this point of view, growing insects would be beneficial in economic terms for any farmer. Insects can utilise sources of food that are not suitable for cattle or humans and therefore put currently unused resources in productive use. The conversion rate is high for insects: by feeding 10kg of feed to cows, one would get 1kg of cow meat, compared with 3kg of pork, 5kg of chicken, but 9kg of locust meat (Dicke, 2010). As insects are coldblooded, they are able to use the feed to grow themselves, not needing energy for keeping up the body temperature and because they are small, they can gain their body weight quickly and they need less space than traditional livestock. (van Huis et al., 2013) Insects’ small size would also enable home growing, and the facilities could be vertically stacked to save further space. For home growing, insects provide an ideal source for competitive business solutions and design concepts that could make a breakthrough in the near future.

HEALTHY EXOTIC FOOD

There are over 1900 edible insect species from a total of over 30 million insect species (van Huis et al., 2013). Insects could provide an interesting journey to new cuisines if all the edible insect species were utilised. As people travel more these days, insects are an exotic replacement for traditional meats. Most of the insects eaten in the world are cooked as part of interesting preparations that make them a genuine competitor to other foods, and often a more attractive option. Media in the West often describe insect eating as a necessity, only eaten during famine, but in the parts of the world that insects are eaten, these insects are usually eaten by choice, not necessity. (Dicke, 2010) The quality of insect meat is comparable with traditional meats. In many levels the meat is even better. Insects are particularly high in protein with levels similar to beef and milk. Insects contain essential amino acids that can replace other protein sources such as meat or soy. The amount of carbohydrates is low, deriving mainly from the chitin that constitutes the exoskeleton, and insect fat contains more fatty acids than other animal fats. (Mlcek, J., Rop, O., Borkovcova, M., Bednarova, M. 2014) Also, insects are genetically distant to humans, so cross-species transmission of diseases such as swine fever is not likely to happen when eating insects. Image 2. Chocolate Cremeux with Toasted Crickets. Some entomophagy promoters have started From an ethical point of view, insects lack sophisticated brains or high levels of to create Western delicates from insects and share their recipes on the Internet.

14 15 1.2. OBJECTIVES AND RESEARCH QUESTION

It is imperative to consider new solutions to our food security as the population grows on earth. Packaging, on the other hand, is the crucial point-of-sale interface between customers and the product. It can be challenging to convince people about entomophagy’s benefits but I believe that appropriate packaging design can encourage in purchase decision. In order to contribute to insect protein bar markets through packaging design, several aspects of insects and insect products needed to be researched.

THE OBJECTIVES OF THIS THESIS

1. Get an overview of insect eating and its objections in the West. Understand the reasons of objections.

2. Test insect protein packaging concepts to see what visual elements produce Image 3. Fried silkworms. willingness to purchase the product. Analyse the results through qualitative and quantitative research methods.

3. Reflect the literature analysis and test results: what should be taken into account in future insect protein packaging?

WITH THIS THESIS I ANSWER THE FOLLOWING RESEARCH QUESTIONS

• How does packaging affect the acceptance of insect food? • What are the effects of images of insects on the packaging? • What elements make an insect protein packaging desirable? • What are the personal factors that affect the acceptance of insect food?

1.3. METHODOLOGIES

The test method is qualitative and quantitative consumer research. The instrument for conducting this research is survey. Qualitative consumer research is a method to discover what kind of insect protein bar is the most sellable and what visual elements in the packaging persuade people buy the product. Quantitative research broadens the analysis as it helps to cluster the respondents’ basic information and see cohesion and divergence between the respondents.

Image 4. Tacos de Chapulines - Grasshopper Tacos are traditional Mexican food.

16 17 2 WHY NOT EAT INSECTS?

18 19 2.1. WESTERN PERCEPTION ON INSECTS of food rejection, the others being distaste, indicating that food is unsuitable for eating because of its taste properties; danger, indicating fear of food doing In general the biggest obstacle for insect eating is our Western mindset. It is bodily harm; inappropriate, culturally-based rejection of food accelerated the yuck-effect that prevents us from eating edible insects. Western people are by ideational beliefs of the food origin. Insects fall into every category: for not used to eating insects as children; that aversion continues when growing us they are pests, distasteful, dangerous and a culturally inappropriate food up and is eventually passed on to the next generation (Rozin et al., 2008 [Rozin ingredient. (Rozin et al. 2008) and Fallon, 1987]). As agriculture developed in the West, people started to see insects as animals 2.2.2. DISGUST AND CULTURES that eat crops and harm plants. Insects were animals that people wanted to get rid of, and we created various pesticides to keep them away from human Eating raw fish was disgusting for many people 40 years ago, but today sushi food. As knowledge of bacteria and disease vectors increased, insects were has gained a following and is a popular delicacy (Klayman 2016). Many other also something that, for hygiene reasons, people did not want to have in their culture-specific foods have a similar history. Arthropods, like lobster and homes (Kellert, 1993). Today, insects are perceived as animals that do not shrimp, were once considered a poor man’s food, but are now expensive belong in the human world, even though we could not live without them as delicacies in the West (Looy et al., 2014). Many cultures serve fermented food they pollinate our crops, remove dung and are the start of the food chain. such as cheese in France and fermented fish in Sweden (Rozin et al. 2008). Changing our mindset and shifting our perception of insects from disgust to Finnish mämmi, a traditional Easter dessert, is something that foreigners delicacy is a great challenge. view with suspicion. All these dishes can be disgusting for people outside of the culture, but not for those who have been eating them since childhood. The key factors in 2.2. EMOTION CALLED DISGUST getting to know new food are information and availability.

The emotion called disgust elicits stomach turns, invokes characteristic facial expressions and is often more to do with imagination and presumptions than reality. Disgust appears in all cultures and is evolved during human history to help people avoid diseases and obey mutual norms in a community (Rozin et al., 2008). There is a minority in the West that practices entomophagy. Most Western people simply refuse to eat insects because insects seem ‘disgusting’. In the West, insects are often associated with diseases and fermenting food. This is simply because throughout history people wanted to get rid of house insects, and when insects have been seen at home, they appeared because of bad hygiene, fermenting food or as a sign of death (van Huis et al., 2013).

2.2.1. WHAT TRIGGERS DISGUST

Image 5. Traditional Finnish Easter pudding Mämmi. Disgust can be divided into core disgust and animal-nature disgust. The three core elicitors of disgust are food, animals, and body products. Core disgust can be thought of as the guardian of the mouth. Disgusting entities are treated 2.2.3. EMOTION VERSUS SENSE differently, for example aversion to an offensive entity in the mouth is bigger than to the same entity on the skin. Holding an insect is easier than putting Even if all the benefits of insects were acknowledged, eating is a very private one in our mouth (Rozin et al., 2008 [Rozin et al 1995]). Evolution shaped act. The mouth is the guardian of the body and people are extremely conscious human emotions to prevent us getting sick from products that are a health about what they want to put into their body. It is good to understand some risk. This rejection system prevents people putting material things into the basic “rules” of human behaviour patterns regarding disgust. body that might be harmful for it. Core disgust is one of the four categories The understanding of contamination requires the notion of invisible entities

20 21 and cognitive skills of abstraction that seem to be absent among young children (Rozin et al., 2008 [Piaget & Inhelder, 1941/1974; Flavell, 1986; Rosen & Rozin, 1993]). However, children develop aversion to mud, dirt and mushy substances that resemble feces and can mark concerns towards cleanliness. A 3-year-old rejects waste matter but does not understand contamination (Rozin et al 2008 [Senn & Solnit, 1968]). Children are curious about insects at a very early stage and generally have no fear, because they are still learning about cultural signals of rejection. Parents have a great impact on what children are willing to put in to their mouths. The rule of thumb is that people only eat what their mother used to teach them to (Rozin et al., 2008). This can be seen easily in cultures that use edible insects as a normal cooking ingredient whereas in the West there is a great aversion to edible insects. Disgust is a strong emotion that sometimes even defeats rationality. For example, a test among North Americans had chocolate fudge in a form of dog feces; the test group was reluctant to eat it (Rozin et al., 2018[Rozin, Millman, & Nemeroff, 1986]). This is called the law of similarity, that makes people treat substances that look disgusting the same way as they would treat disgusting entities. The sympathetic magical law of contagion essentially holds “once in contact, always in contact”. If an entity that people regard as contagious touches an item that is not, this changes the perception of the ‘clean entity’ (Rozin et al., 2008 [Rozin & Fallon, 1987; Rozin & Nemeroff, 1990 p760 Disgust ]). North American college students rejected their favourite beverages after they were briefly in contact with a sterilised cockroach. North American students were also reluctant to drink from a glass that had been filled with dog feces even though it had been washed properly. This fear of contamination of a disgusting entity is powerful and universal among adults (Rozin et al., 2008 [Rozin, Millman & Nemeroff 1986]). Framing is a behavioural strategy that keeps potential contamination out of consideration. We do not think about the animal that we are eating, or the hygiene of the person who is preparing our food. The framing mechanism needs to be taken into account when developing insect food. The concept of framing also includes how much and in what way insects should be shown on packaging. Disgust sensitivity differs with gender and studies show that women are more sensitive to disgust than men. (Rozin et al., 2008 [Haidt, J., McCauley, C.R., & Rozin, P., 1994]) Could it be that women are more also more disgust sensitive towards insects?

22 23 3 DIFFUSION OF ENTOMOPHAGY

24 25 3.1. DIFFUSION OF INNOVATIONS THEORY 3.2. DIFFUSION OF INSECTS

he diffusion of innovation refers to the process that occurs This chapter reflects Matan Shelomi’s article (2015) on diffusion of insects to as people adopt a new idea, product, practice, philosophy. insect protein packaging and what should be taken into account in marketing “Diffusion is the process by which an innovation is and product development. Matan Shelomi argues that marketing insects communicated through certain channels over time properly will facilitate diffusion, and asks, considering market strategies, if among the members of a social system” (Rogers, p. accessibility could also drive demand. Finland follows EU law, hence supermar- 35, 2003). An innovation is an idea, practice, or object kets are not yet allowed to sell edible insects. However, people are more curious that is perceived new by an individual or community. than ever to try out new sorts of food. Private events can serve insects as food “The perceived newness of the idea for the individual but organisers usually pass the responsibility onto consumers – insects can determines his or her reaction to it. If an idea seems new to the individual, it be tasted at one’s own risk. Tis an innovation” (Rogers, p. 12, 2003). The curve of all adopters follows the Matan Shelomi reflects entomophagy to Roger’s innovation attributes, those normal bell-shaped curve. Diffusion of innovation is more a social than a that innovation needs to diffuse properly in a society. The attributes are: relative technical process, as the innovators and early adopters persuade other groups advantage, compatibility, low complexity, trialability, and observability. to use the innovation. Rogers (2003) divided the process into five categories of adopters: innovators, "For the Western consumer, how does entomophagy fare relative to early adopters, early majority, late majority, laggards and sometimes non-adopt- existing food technologies? Poorly. Certainly eating insects provides ers. Early adopters and innovators spread the word and get other people excited no status benefit: even in countries where entomophagy exists, about the innovation. Insect eating may have challenges to reach critical mass, such as Mexico, only the rural, indigenous persons consume insects but insect tasting, innovative products, education and promotion will help to regularly (de Conconi, 1982). The more wealthy and urban populace spread the word. As the majority is not a homogenous group of people, there looks down on insects as food for the poor or primitive (Costa-Neto, has to be a variety of products that people can adopt. 2013; Ramos-Elorduy, 1998). "

Shelomi argues that insect eating has not entered the Western world because it gives no social status benefit, no relative advantage. This is true when thinking of non-Western people and how they often give up their indigenous diets as a Western diet is often more desirable and looked up to. Although, I think the issue is more complex than that. Certainly in the West, eating insects wouldn’t provide a status benefit, but I would argue that, at least in Finland, eating insects is regarded as somewhat neutral from a social status point of view. Also, people are making ever more conscious environmental decisions Diffusion of Innovation about their everyday behavior, including eating and transportation. Choosing Adopter Categories entomophagy over regular meat eating as a social act promotes conscious choice to mitigate one’s impact on climate change. Yet, entomophagy is not neutral in the West in terms of habits and culture, but I would argue it does not Critical Mass lower a person’s social status, in fact I think it can be quite the contrary. Being environmentally conscious can make the person’s social status higher. What is lacking in Shelomi’s argument for ‘relative advantage’ is that Western people themselves are the trendmakers and can invent new global diets and establish new global trends. New diets can rise from obscurity and gain popularity quite TIME 2,5% 13,5% 34% 34% 16% suddenly, as has happened with so-called superfoods such as goji berries, acai Innovators Early Adopters Early Majority Late Majority Laggards and blueberries in Finland. Currently we are surfing on a protein trend. More and more people are Image 6. Diffusion of Innovation Adopter Categories (Rogers, 2003). Redrawn. concerned about their health, care about their looks and exercise to stay in

26 27 shape. They pay attention to body and looks; people also want to eat healthily. Here are some of his suggestions for marketing insects Especially in Finland there is a big protein trend sweeping the aisles of the supermarkets. There is a great variety of protein quark, bars, and yogurts • Clever euphemisms could help, such as land shrimp or using the more that are marketed heavily. The time is especially propitious for any kind of exotic scientific name rather than the common entomological name (Holt, protein-rich food and insects could easily have their niche in the Finnish 1885; Looy et al., 2014) supermarkets. Shelomi considers entomophagy's compatibility with need and • Insects could be marketed for healthful eating trends such as the Paleolithic argues that West is not lacking for cheap protein – quite the contrary, there is diet, Atkins diet or especially protein-rich food for bodybuilders a problem of obesity. Since insects are not “needed” in the West they should • Insects could also be promoted as non-GMO and gluten free be marketed as luxuries, delicacies, condiments, non-essential supplements or • Insects often are used in the same way as nuts are, they also could be snacks. As stated earlier, insect protein has great nutritional value and could marketed the same way; in fact dried crickets taste similar to nuts be marketed as a healthy food. Complexity is negatively correlated to the successful adoption of an innovation. Less complex innovation is more likely to be adopted. As a food ingredient, edible insects seem complex to use ,but if they were incorporated BUYER PERSONAS in the foods that we know, insects would be more likely to be adopted. As for packaging, visually it should convey the trustworthiness and normality of Invenire, a marketing consultancy, demonstrated potential consumers for insect eating. Some products, such as cricket flour, could include recipes to help edible insects and made a model of diffusion of edible insects based on Rogers’ cooking, or cricket flour could be an ingredient in readymade baking products. theory. The first group to adopt edible insects (Innovators) are characterized as Food is a very delicate matter and there is a great reluctance to put an insect Trailblazing Trendsetters, Experience Seekers and Hardcore Sustainabilistas. in one's mouth. Triability is highly important when it comes to diffusion of Early adopters are divided into two groups: Nutrition Enthusiasts and Fitness insects. People follow the example of others and bug nights and insect tastings Fanatics. Early majorities are Foodies and Comfy Greens. Late majorities are crucial to invite people to eat insects. Once they have tried insect eating, are Balancers and Healthy Convenience Seekers and Laggards are the Rest. they are more likely to try again. As for insect protein bars, when they come Invenire described their personality characteristics based on the assumption to the Finnish market it is important to organise tastings to gain trust. that the characteristics reflect their attitudes towards edible insects. Rogers’ (2003) last attribute for successful diffusion is observability. Shelomi points out adventurous TV shows that play on the disgust factor of entomoph- agy. That kind of media attention has not been good for insect eating and is one of the reasons entomophagy is regarded an odd activity. Because Shelomi concentrates on the negative aspects, on why entomophagy has not being successfully diffused, he lacks positive attempts for gaining better observabil- ity. One of the biggest issues in insect eating is that we do not know what insects are. Personally, I have been privileged to observe edible insects throughout this thesis process as we grew them (in captivity) in our kitchen. Seeing insects grow and feed brings them closer to everyday life and helps to understand them as a part of nature’s entity. I have seen their metamorphosis and I now understand their life cycle. I have been cooking insects from time to time, and that makes it easier to think about insects as a normal food. Being in contact with them changes the relationship from fear and disgust to curiosity and understanding. This kind of observability would be highly recommended for example in schools or kindergartens that would, in the long term, facilitate successful diffusion. Shelomi gathers some great marketing ideas and states that entomophagy promoters should concentrate on rearing, packaging and safe supply and not worry too much about to convince people to eat them, demand will take care of itself. Image 7-11. Invenire Market Intelligence. The Model of the Diffusion of Edible Insect. 2015

28 29 DESCRIPTION OF INVENIRE'S FICTIONAL BUYER PERSONAS

Image 10.

Image 8. Early Majority. "The most difficult phase for edible insect products will be the Innovators. "The current consumers have a deep-seated interest in either transition from the innovators and early adopters to early majority consumers. insects, sustainability or novelty. These consumers are the Trailblazing Foodies and Comfy Greens will have to find appealing and credible influencers Trendsetters, Experience Seekers and Hardcore Sustainabilistas. among the earlier consumer groups in order to try and adopt edible insect. Products for these consumer groups need to be mostly niche." Even though Foodies and Comfy Greens are motivated by not wanting to be left behind, at this stage the idea of eating insects will already need to be quite normalised within the society – these consumer groups are neither looking for completely new ideas nor are they so deeply committed to their own focus areas that they would be willing to try anything that promises an enhancement on those. This transition may take a while and will certainly require a lot of general edible insects advocacy and more mainstream-oriented products."

Image 9.

Early Adopters. "The next consumer groups that might relatively easily be Image 11. persuaded to try insect products are the Nutrition Enthusiasts and Fitness Fanatics. These consumer groups have a deep-seated interest in their own specific focus areas, nutrition and exercise. If edible insects products can Late Majority. "Once the idea is already broadly accepted and adopted, the late offer a meaningful contribution to those focus areas, these early adopters majority will take up on it. These are the Balancers and Healthy Convenience are open to the idea of entomophagy, even when it still seems revolutionary Seekers. They may not be enthusiastic about edible insects as such, but see them as to most other consumer groups. The key is to understand their motivations a safe and viable option, as it is already tested and accepted by so many previous and approach the subject with arguments that fit in with their interests. consumer groups. Products need to be mainstream and easily available." Products for these consumer groups may still be niche in their nature." Images and descriptions by Invenire, Business opportunities within edible insects. 2015

30 31 3.3. HOW SUSHI WENT GLOBAL

Could diet trends such as sushi be comparable to insect eating? The story of how sushi went global might help us to understand how insects could gain global attention. This is something that entomophagy promoters could look at. The sushi trend started in California in the late 1960s or ’70s, depending on the source, as sushi was a light and healthy lunch eaten by the trendy and busy Californians. One of the milestones for sushi’s global journey was the California Roll. Americans at the time were not used to eating seaweed, so Hidekazu Tojo, the man behind the California roll, wanted to hide the seaweed and rolled the sushi inside out. As people did not see the unusual ingredient, they were less hesitant to try sushi. At the time chef Tojo was working in Vancouver but had customers from out of town, especially from Los Angeles. According to the story, gradually this inside-out sushi adopted the name California roll. Japanese culture has a long heritage and in the ’70s it was radical to change traditional ingredients. Tojo was experimenting with sushi rolls with avocado, and that also became a big hit (White, 2012). The story of how sushi went global is interesting because as a trend, sushi now has a huge impact on the global fish population. Also, it is a dish that conquered the global culinary world from Asia. This is similar to insects, as they are consumed mostly in non-Western part of the world. If entomophagy gains popularity among masses in the West, it is important to notice that it may also have environmental consequences: insects may flee from the places they are growing and shake the balance of the existing ecosystem as non-native species. Commercial insect harvesting can be environmentally destructive, for example in China the Polyrhachis ant is in danger of extinction due to its use in medicinal rice brandy (Menzel, P., & D'Aluisio, F., 1998). Regulation is needed in order ensure sustainable harvesting practices (Shelomi, 2015[Johnson 2010]). Insects may cause allergies which is important to inform clearly on packages when commercial insect products are launched.

Image 12. California roll. Just One Cook Book. 2011

32 33 4 PACKAGING DESIGN AND EDIBLE INSECTS

34 35 arketing edible insects in a Western context 4.1. PACKAGING DESIGN IN SUPERMARKET is a great design challenge. Edible insects face ENVIRONMENT many objections, are perceived as unappealing and disgusting, even though their nutritional In earlier times, packaging was considered merely as a protective item but today and environmental benefits are well justified. packaging is seen more as an inherent component in marketing. Pildtich (1961) Marketing edible insects provides great learning described packaging as a ‘silent salesman’. Supermarkets are full of products experiences from a graphic design point of view, that try to capture the consumer’s attention. This means that in packaging and opens up new research topics in consumer design, not only the technical aspects but also the visual parts are essential. behaviour research, design research and marketing strategy. The decision Design, in fact, is regarded as the key marketing element (Kauppinen-Räisänen Mto show or hide insects on the packaging will play a major role in a retail & Luomala, 2010 [Bloch et al. , 2003; Creusen and Schoormans, 2005]). Food environment. Packaging and its design can either nudge people towards new product purchase decisions especially are typically low-involvement and eating experiences of edible insects or increase repulsion towards the whole impulsive processes. Seventy per cent of brand decisions are made in-store, product category. Perhaps diffusion of insects will happen with a variety of even if the consumer has entered the store with the intention of buying only products that are targeted to different kinds of people. For instance, the early certain products or has made a shopping list. (Underwood, 2003) Supermarkets and late majority might adopt insect products that are similar to their current are full of products: according to Food Marketing Institute 2016, an average food products, whereas early adopters might want to purchase insect products US supermarket carries over 40 000 products on its shelves. This is a very large that resemble their origin. This division of people creates packaging design number of products that consumer sees every time they visit supermarkets. challenges and opportunities for pursuing different consumers. For packaging design, it means that the packaging needs to stand out, convey relevant information of the product and be memorable in order to be purchased again. Consistent packaging design brings product variations together and makes them look part of a bigger entity (Tuormaa, 2013 [Järvi-Kääriäinen and Leppänen-Turkula 2002, 221; Vuokko 2003, 49]). As for insect protein

American company Chapul Cricket Bars removed crickets from their packaging. Image 15. Protein bars in supermarket environment. Image 13. Old Chapul packaging. Image 14. Current Chapul packaging.

36 37 products, marketing material would be essential, so that consumers who are Research on colours has revealed that people give meanings to colours. In the willing to test new protein products could find insect products from the aisles. West, red is associated with exciting, hot, passionate and strong. Warm colours Marketing material could also include recipes and general information about such as red and yellow attract attention [(Garber et al., 2000a; Schoormans nutritional facts and environmental benefits. and Robben, 1997) Kauppinen-Räisänen & Luomala, 2010]. Green symbolises safety, tranquility and natural. Blue represents dignity and is often used by authority. Yellow has a meaning of warmth, novelty and caution. Purple 4.2. PACKAGING DESIGN KEY ELEMENTS represents luxury and quality. Black reflects sophistication, mystery and power. The meanings of colours vary in different cultures but also their meaning Packaging design adds value to the product and lures the customer to grab within one culture can change according to situations and events (Evans et the product. The form of the packaging along with the graphic design helps to al., p. 46-47, 2006). Women find colours more alluring than men and children create a memorable product. There are also several limitations and regulations like primary colours, especially yellow (Evans et al. p. 33, 2006). for marketing products that need to be taken into account when designing packaging. Often, the designer has to cope with several languages, dimensions, different materials and printing techniques. It is important that the customer can use the packaging correctly and is fully informed about the product through visualisations and text. Packaging designing is challenging, because the designer needs to combine aspects such as product information to appeal to the consumer’s rational decision-making process, but also connect with the customer on an emotional level to evoke positive feelings towards the product. Packaging design is about deep understanding of customer behaviour that cannot be thoroughly learned by studying and reading but by practising packaging design, testing and learning from mistakes. The best designers are able to use typefaces, graphic elements and colour to appeal exactly to the customer segments that they want. Design is a skill that requires understanding of people, culture, and behaviour as well as current and future trends.

COLOUR

Colour is one of the main elements in packaging design. Colour can be used to express feelings and atmosphere. Package colours have two additional functions: colours attract attention (Kauppinen-Räisänen & Luomala,2010 [Grimes and Doole, 1998]), and consumers use colours as stimulus-based information (Kauppinen-Räisänen & Luomala,2010 [Garber et al., 2000a]). Image 16. Arla Ihana, premium yogurt with black packaging that differentiates itself from other Colour is tightly connected to culture and creates culture-specific meanings yogurts as dairy products do not usually use black. in packaging. Dairy products’ colours vary across different countries. In "The reasons people buy treats are emotional, not functional so the concept needed to reflect this, and could even be a little bit decadent. Our aim was to design an intense and mellow looking pack Finland, for example, light blue means skimmed milk and red whole milk, that would suggest marvellous flavour combinations and cleverly counter the conventionality of whereas in the UK red indicates skimmed milk and dark blue whole milk. yogurt, with bold design choices. The end result is a dramatic design solution that successfully sets Sour milk in Finland is packed in green, whereas in UK semi-skimmed milk Ihana apart from the current yoghurt selection in the market." Design Agency Kuudes Kerros 2015 uses green. People make quick decisions in a supermarket’s dairy section and changing these kinds of normative colours suddenly would create a tiny chaos. Insect protein bars are not yet sold in supermarkets and therefore there are no normative package colours for insect products. Candy is another product category that has less normative colour coding. Some flavours are associated with certain colours, but mostly sweets use all kinds of colours in packaging.

38 39 4.3. PACKAGING AND EMOTIONS 4.5 PACKAGING DESIGN RESEARCH CHALLENGES

People often refer to rational decisions, but emotions play a significant role in “Research is both a help and a hindrance in the design process. our daily consumer decisions. Even a big decision such as buying an apartment When presented with the right kind of insights into a brand and is both a rational and emotional choice. “It just felt like home” is something its consumers up front, research speeds the design process and that we might say when we make a lifelong commitment with a mortgage. The infuses it with deep relevance. Research used without intuition same applies to packaging and the products inside of it. “It just felt appealing” and expertise to validate a design can discourage innovation, is what we might say when we look inside our shopping bag with products that as traditional methodologies often produce research that we had not intended to buy in the first place. Great packaging appeals to our verifies known ideas. Designers need to understand the value emotions – it can make the person who has never tried the product before test and pitfalls of research to persuade their clients to implement it for the first time. Great packaging makes us curious about what is inside, tools that assist design.”(DuPuis & Silva, p 44, 2008) and somehow speaks to us. When we buy packaged food products, we buy the whole experience: the packaging and the product. If the label has been Consumers tend to look at packaging holistically; the packaging is a damaged or the packaging somehow stained, we tend to leave the product combination of the actual product, packaging form, visual and textual in the supermarket. A torn package means a contaminated food product, we information and the environment where the packaging is presented. For these might think. This is when our emotions talk over rationality. The product reasons, packaging design research is challenging. In this thesis, my aim is whose packaging is somehow damaged does not deserve our money. to get an overview to help the future insect product promoters to enter the Good design appeals to our emotions and makes us take the product from market with suitable packaging design elements. As mentioned before, great the shelf. Good packaging design arouses our curiosity, gives us excitement packaging for a great product can increase sales, as various consumers become and pleasure. Personally, I think the best packaging design is tightly connected interested in the product. to the product's form and plays visually with it. According to Dupuis & Silva In order to get to the best results in packaging design, the designer needs (2008), advertisement is important but the package, however, closes the deal. to be involved in the research from the beginning. This way the research can focus on the challenges that the designer and the industry face frequently. As a design brief, designer needs symbolic and associative information that 4.4. CONSUMER BEHAVIOUR RESEARCH bring solutions to life. Actual business problems are difficult to approach without concrete insights where the possible solutions may lie. (DuPuis & Product information is delivered to consumers by visual and textual forms Silva p. 46, 2008) on the packaging. According to the empirical results of dual coding theory (Paivio 1971, 1986) visual stimuli generally affect more strongly than verbal DUPUIS & SILVA (PP. 65-75, 2008) SIX GUIDING PRINCIPLES TO STAY stimuli. Also, people tend to have less discomfort in testing new food products AHEAD IN PACKAGING DESIGN if there is visual information about them (Baker et al. 2016 [Heath et al., 2011]). However, insects may have counterproductive effects, as they often are 1 DON’T REACT – PROACT perceived as unappealing and disgusting by Western consumers. The concept As cultures evolve, so does graphic design. In order to be lead the markets, of eating insects as food often involves negative connotations such as “dirty, the designer needs to keep up with visual trends. This does not mean good unhygienic, unhealthy, disease transmitters” (van Huis et al., 2013). Research graphic design would be only surfing on trends, but great graphic design can be reveals that consumers make quality judgements based on a product’s image, both trendy and long lasting. Changes in design should always make strategic information and appearance (Baker et al. 2016 [Grunert, 2005; Zeithaml 1988]). sense. Making changes for their own sake by reflecting personal opinions can Visual package elements play a major role, representing the product for many lead to costly missteps. consumers, especially in low involvement, when the purchase decision is made quickly. Taking all this into consideration, insect product packaging faces 2 CONNECT ON AN EMOTIONAL LEVEL many challenges, yet there are options for great design solutions as well. Emotional connection with a brand entices the consumer to pick up the product again and creates willingness to pay a bit extra for a product. Design should elicit a positive response in consumers. This can be done through typography,

40 41 design elements, illustration, photography and colour that is in line with the intended consumer segment. Proper aesthetic combinations create sensory experience and make the consumer more emotionally connected with the product. This way the consumer feels justified in paying more for the product.

3 DO NOT SETTLE FOR PARITY “Beware the parity line—it’s the invisible ceiling that is made of proof and an absence of risk.” (DuPuis & Silva, p. 70, 2008) The discipline of packaging design is very strategic and success is tied to sales. Often, marketing teams become fearful of big changes and many good intentions get stuck in a company’s own internal processes. The designer must lead to effective solutions that take the design above the parity line, which sometimes include risks. A product’s position needs to be observed in relation to its competitors. Is the brand taking risks and standing out or is it playing safe and blending in? Often, typical research methodologies do not work well in quantifying the new and different. It can be difficult for focus groups to accept something new and different, hence breakthrough ideas are ditched and parity accepted.

4 FOCUS ON CORE VALUES Core values are beliefs and ideas that an organisation holds dear. They reflect brand and corporate culture. Core values help in the creative process to support the development of a package that represents the people who made it. Every product should reflect the core values of the organisation.

5 VALIDATE APPROPRIATELY “If consumer research were an exact science, new products would not have a failure rate over 90 percent” (Dupuis & Silva, p. 74, 2008). Each consumer has their own opinion that varies according to age, gender, culture and economic status. A realistic sense of the validity of a package design can be gained by placing the product in a retail setting. Unfortunately, it is often time consuming and expensive to test packaging in a retail environment, but it can be important for getting genuine feedback.

6 COLLABORATE Packaging design is a platform of collaboration. Multidisciplinary teams need precise communication and willingness to understand each other. The best results occur when design is valued by the client and they understand the benefits of design. The collaboration is seamless when solutions are aligned with clients’ goals and objectives. Packaging is the most strategic consumer touchpoint and should be budgeted accordingly.

42 43 CASE STUDY: 5 INSECT PROTEIN BAR PACKAGE TEST

44 45 5.1. THE DESIGN PROBLEM

In order to launch insect products in the West, some issues in marketing need to be solved. For instance, there is no coherent opinion whether insects should be shown in packaging. New Nutrition Business magazine’s article to commercialise insects recommend not to show insect. In the article New Nutrition Business magazine claims that consumers do not want to be reminded of what they are eating: Packaging should avoid referencing insects: just as consumers don’t want to be reminded that they’re eating a cute n’ cuddly creature when they pick Image 17. Baker er al., 2016 up their leg of lamb in the supermarket, they don’t want to think of bugs when they bite into their protein bar. As one consumer commented: “With the cricket flour, you don’t see the insects…I would not have put the pictures of insects on the packet”. (Commercialising Edible Insects: How to Market 5.2. BRIEFING the Impossible, 2014) Another study claims that consumers feel time pressure in the supermarkets, As there are no edible insect products in Finnish markets, we can say that therefore consumers most likely make purchase decisions based on imagery there has not yet evolved normative packaging for edible insect products, information, because they have less time to read product descriptions (Baker as there has for products such as ketchup and milk. Therefore, the brief for et al., 2016 [Silayoi & Speece, 2004]). This is also something that needs to be the design students deliberately left space for imagination and exploration. I considered when marketing insect products. wanted to make sure that this kind of approach would give the students and In other words, if an edible insect containing food product is traded in a the packaging design course lecturer a wider perspective on what is expected. retail setting, consumers could most likely make purchasing decisions based I assumed this would result in a variety of packaging for testing. The framing on imagery information rather than descriptive information due to time of the brief included information of the size (40 g protein bar packaging), pressures. This provides important managerial suggestions in how to develop printing limitations, nutritional facts and product information, space for the packaging and marketing materials. (Baker et al. p. 108, 2016) bar code and the text that was expected on the face of the packaging. One of the biggest limiting factors was the taste of the product – sea salt, peanuts and “As such, edible insect products in a retail store should crickets. Because the taste of existing protein bars can be something between rely more on images in marketing while edible insects in savoury and salty, I did not want to limit whether the students’ impression hospitality settings, such as restaurants, may want to focus of the product was more towards one or the other. Before giving the brief, I more on descriptions.” (Baker et al. p. 109, 2016) introduced the idea of entomophagy. The product information was taken from one of the leading insect protein bars, Exo. Baker et al. (2016) study looks into consumers’ reaction to an image of actual The students were second-year packaging design students, who have had only image versus powdered/processed image of edible insect on packaging. The a little experience of making life-size packaging. The class size was 20, and each study also examines how consumers react to an easily recognised name versus student had to design the packaging as an individual work. Briefing included scientific name/ambiguous name of edible insect. Packaging is the crucial the name Entobar and two variants were to be designed: one that highlights point-of-sale interface between customers and the product. From a design point the cricket, and a second that highlights the peanut taste. This choice was of view, there are multiple ways to show insect on the packaging, but there is made because of the concern that all packaging might emphasize the cricket not much design-oriented research about it. For example image 17. (Baker et too much. The course lecturer was an experienced teacher in branding and al. 2016), the flour and insect are visually placed differently and have different had developed her own method in branding to find the possible target market. perspective. Grinded insect flour image is taken from the side, whereas the Each of the students had to depict their product’s end user and submit a life bug image is taken from above and is much more emphasized in the label by size mock-up that had a real protein bar inside. The method of identifying the size and positioning. In another words, the grinded insect flour and chili uses possible customer helped to differentiate the packaging from existing protein the same perspective but the bug image is taken above, therefore is visually bars and made them divergent from each other. emphasized more. This study uses packaging design holistically and tries to find ways to illustrate insects more extensively.

46 47 5.3. SELECTION CRITERIA OF THE PACKAGES Research reveals that women score higher in Disgust Scale (Rozin et al., 2008 [Haidt et al., 1994]). Drawing a conclusion from this, the hypothesis comprises Students made 20 concept mock-ups, two variants each, from which 14 mock-ups that women might also be more sensitive to insect image. Disgust sensitivity were selected for the consumer behaviour testing. The biggest criterion for is inversely related to education and socioeconomic status (Rozin et al. 2008 selection was to minimize distracting aspects that would affect test results, [Doctoroff & McCauley, 1996]). However, socioeconomic background was such as language and misspelling. I did not want the respondents to select given no importance due to the testing method, which was a quick survey on their least favourable packaging based on design elements that are not related favourite packaging. Only educational background was asked. to what was tested – the image of an insect. In some cases spelling mistakes At a very early stage, the decision was made that the tested insect product may have been noticed, hence affected the results. Some excluded packaging packaging should be life-size mock-ups. The idea behind this was that a had information that was different from the others, such as language. I did not real-looking mockup would help the respondents to grasp the idea of an insect want the respondents to make their decision according to language preferences. protein bar. It may lower their barriers against the idea of eating insects. Many Clarity was one of the criteria – the name of the packaging, Entobar, needed people have not even heard about edible insects, therefore it is important that to be clear and designed with a legible font. the subject is made clear for them and that they have something tangible to Those packages that were selected for testing were all very different from touch and roll around in hand. Realistic mock-ups indicate that this kind each other. I was positively surprised by the good quality of all submitted of product could be found in the supermarket. Entobar’s “ento” refers to mock-ups. One can see that the students were having fun while making them. entomophagy and entomology, whose connotation for many Finnish people is rather neutral, as most do not speak English as their mother tongue. If the name does not immediately link to insects, or uses a somewhat clever 5.4. SURVEY euphemism, the perception of the product might become more neutral and the idea of eating insects could have a better chance of adoption (Shelomi, I made three versions before the final survey and asked for feedback from 2015). Previous research indicates that images of edible insects can have strong my supervisor and colleagues in Seinäjoki university consortium. What was reactions toward unfamiliar and disgusting food products (Baker et al., 2016). important to understand from the feedback was that the questions needed to Therefore, this research hypothesizes that 1. The packaging without visual be easy enough for a layperson to understand. I wanted to make sure that the stimuli of an insect will be more successful in testing. 2. Women will react survey would not be too long or use vocabulary that is not familiar to regular more to the image of an insect on packaging. people. Lengthy surveys could repel some of the relevant respondents as they might feel it too excessive to fill out in the middle of their lunch break. One page was enough for this research. 5.6. PACKAGE TESTING It can be difficult to pick one’s favourite from the variety of 14 different packaging. It requires time to go through all of them at once. That is why I Fourteen different protein bar mock-ups were placed on the table and had asked the respondents to fill in the three most liked packaging designs, and the numbers on the back for the respondents to refer to. There were also prints three least liked. This would give more direction on what kinds of packaging to refer their choices. The informants were given the survey (appendix) and were liked, but possibly not selected as the very best or the worst. asked to mark the three most attractive (houkutteleva) packages in a rather The survey was written in Finnish assuming most of the respondents would quick hypothetical purchase situation. From those three they had to select be Finnish. The comments of the respondents are collected in their original the one that they would like to buy. This part took more time than I initially language and the ones that bring out further insights are translated into estimated, because the test packages were not familiar to people in advance English for this thesis. and they had to look through them carefully. Then they were asked to analyse their choice and describe why they would purchase their selected favourite. Reynolds and Gutman (1988) have suggested that, when ranking brands or 5.5. HYPOTHESIS products, product-specific questions should be asked, such as “What makes brand A the most preferred”. (Kauppinen-Räisänen & Luomala, 2010). As insects are depicted “dirty, unhygienic, unhealthy, disease transmitters” The same procedure followed for the least attractive packaging. First they (van Huis et al., 2013), the hypothesis of this research includes that packaging were asked to select the three least attractive packages and then the one which with little or no image of insects will be more successful in testing. People would not be purchased, followed by the reasoning behind the decision. After do not necessarily like how insects look, and can be intimidated by them. they had selected their favourites and least preferred packaging, they were

48 49 asked to analyse whether the image of an insect had an influence on their selections. Lastly, before filling details such as age, gender and educational level, they were requested to fill in their views (mielikuva) on insect images on the packaging. The testing location was in Seinäjoki, a city located in Southern Ostroboth- nia, Finland. The first test session took place next to a lunch restaurant, Idea, located in one of the buildings in Frami - a meeting and convention centre, part of the Seinäjoki campus area. The restaurant organised tables and a group email in collaboration with Into Seinäjoki and Seinäjoki university consortium to reach people in the buildings to come for the testing session. This helped to reach a respondent rate of 73 persons during the four hours of testing. All of the informants spoke Finnish fluently, suggesting their background was Finnish. After analysing the age profile of the first test participants, I decided to carry out another test with younger informants. The second test was held in the campus area of Seinäjoki University of applied sciences. The actual test location was close to the student cafeteria, which is a busy bypass route for the students to get to their classes. 48 persons, most of them under 30 years of age, participated in the second test.

50 51 6 RESULTS

52 53 6.1. QUANTITATIVE DATA THE COMMENTS CAN BE DIVIDED INTO FOUR CATEGORIES

• Two test days in two different location in Seinäjoki in April and May 2016 1. Comments about the visual appearance of the • Respondents were mostly Finnish packaging such as: “stylish, simple and fresh”. • 121 respondents - 55 men (46%) 2. Comments related to the product inside of the packaging - 64 women (54%) such as: “looks tasty”, “looks like soap”, “looks crispy”. (two did not include their gender) • 106 further comments about the image of an insect 3. Comments about the insect on the packaging, such - 55 neutral and positive as: “the insect is too close”, “artistic insect images”. - 51 negative 4. There were also gender-based comments such as: “too feminine” or “too dark and masculine” Age distribution that suggest the packaging’s target audience is different to what the respondent represents. • 15-24 years of age: 30 respondents (25,2%) - 13 men, 17 women • 25-34 years of age: 39 respondent (32,8%) - 20 men, 19 women • 35-44 years of age: 22 respondents (18,5%) - 10 men, 12 women • 45-54 years of age: 21 respondents (17,6%) - 7 men, 12 women (two from this age group did not include their gender) • 55-64 years of age: 7 respondents (5,9%) - 4 men, 3 women • Two did not include their age

6.2. RESPONDENTS COMMENTS

Most of the respondents were not experienced in commenting on anything visual, and this test was most likely their first one. Some of the respondents had difficulties in finding words to comment on their choices; that surprised me as a designer. This fact, however, suggests that people mostly use intuition in purchase situations and do not think about their packaging choices profoundly.

54 55 TESTED PACKAGING

8.

1.

9. 2.

10.

3.

11.

5.

4. 12.

6. 13.

7. 14.

56 57 NEGATIVE COMMENTS (3): 1. 1. “Dull, basic stuff, I don’t like the colour combination” 4. “Too feminine” , man 15-24 years of age

3.

PACKAGING NUMBER 1

POSITIVE COMMENTS (12): 1. Adjectives and comments used to describe the packaging: Clean, simple, stylish, premium, natural and ecological PACKAGING NUMBER 3 2. Comments related to the product inside and its taste factors: “Looks like chocolate because of brown wrapping”, POSITIVE COMMENTS (3): woman 15-24 years of age 1. Adjectives and comments used to describe the packaging: “Clean, stylish, stripped-down design that is in line with the current simple, plain, clear graphic design trend", woman 45-54 years of age NEGATIVE COMMENTS (8): NEGATIVE COMMENTS (6): 1. Adjectives and comments used to describe the packaging: 1. Adjectives and comments used to describe the packaging: Boring, dull, looks old, lame Dull, bland & old fashioned 2. Comments related to the product inside and its taste factors: “The packaging is nondescript”, woman 15-24 years of age “The packaging looks like soap”, woman 35-44 years of age 2. Comments related to the product inside and its taste factors: “The product does not look what’s inside”, man 35-45 years of age

4.

PACKAGING NUMBER 4 2.

POSITIVE COMMENTS (6): 1. Adjectives and comments used to describe the packaging: Colours & pattern is tempting, fresh 2. Comments related to the product inside and its taste factors: PACKAGING NUMBER 2 “Fresh and somehow tasty looking packaging”, man 35-44 years of age POSITIVE COMMENTS (4): 1. Adjectives and comments used to describe the packaging: NEGATIVE COMMENTS (10): “Natural, bio, healthy-looking” 1. Adjectives and comments used to describe 2. Comments related to the product inside and its taste factors: the packaging: Too colourful, glaring, messy “Fresh appearance that tells a little bit what the product contains” “Messy: text and pattern is messy, too many pixels”

58 59 2. Comments related to the product inside and its taste factors: PACKAGING NUMBER 6 “…is not related to anything edible.” “The packaging does not tell what the product is.” POSITIVE COMMENTS (3): 1. Adjectives and comments used to describe the packaging: Bright colours, contrast, simple, clear text and image, nice “Clear text and image – no excess stuff”,woman 25-34 years of age 5. NEGATIVE COMMENTS (3): 1. Adjectives and comments used to describe the packaging: Graphic and cheap, anaemic 2. Comments related to the product inside and its taste factors: “…reminds (me) of detergent”, woman 15-24 years of age

PACKAGING NUMBER 5

POSITIVE COMMENTS (17): 7. PACKAGING NUMBER 7 1. Adjectives and comments used to describe the packaging: stylish, fresh, tempting, good-looking, natural, attractive, simple, POSITIVE COMMENTS (4): perfectly neutral, pleasant, sharp but not too much, clear, trustworthy 1. Adjectives and comments used to describe “Fresh, natural and attractive”, man 25-34 years of age the packaging : Nice colours “Colours hit me. Primarily I wasn’t looking for 2. Comments related to the product inside and its taste factors: information.”, woman 45-54 years of age “Contains peanuts”, woman 15-24 years of age “Packaging looks tempting and creates an image that the NEGATIVE COMMENTS (19): product is tasty”, woman 25-34 years of age 1. All of the comments are about the “Seems like it contains honey” , woman 35-44 years of age negative expression on the girl’s face. “Simplicity - emphasizing healthiness at the same “Negative package illustration – get an time” woman 25-34 years of age impression that there is something wrong with the product. The attention focused on 3. Three positive comments about not showing insects. the person.” Man 35-44 years of age “Does not associate too much with insects”, woman 45-54 years of age

NEGATIVE COMMENTS (1): 1. Adjectives and comments used to describe the packaging: “Quite nondescript looks appearance”, woman 45-54 years of age 8.

6.

PACKAGING NUMBER 8

60 61 POSITIVE COMMENTS (15) 2. Comments related about the product inside and its taste factors: 1. Adjectives and comments used to describe the packaging: Bars with peanut are likable; peanuts are the main ingredient Simple, stylish, clear, rock attitude, logo is a neat 2. Comments on health aspects: healthy -> attract people entity, typeface attracts attention with healthy life style; health aspects come out 2. Comments related to the product inside and taste factors: 3. Comments on insects: “The insect stays on the background, Reminds (me) of salty liquorice and liquorice, appearing to it is a good thing” be adequately chocolate-like, crispy looking, the packaging reflects the content (meaning insect protein) “Fresh and clean, the image of peanuts attracts. Content of insect stays on the background that is a good thing” woman 45-54 years of age “Packaging simple enough, rock attitude, the logo was a neat entity”, man 25-34 years of age NEGATIVE COMMENTS (5) 1. Adjectives and comments used to describe the packaging: NEGATIVE COMMENTS (11): ugly; illustration is too messy 1. Adjectives and comments used to describe the packaging: 2. Comments related about the product inside and its taste factors: Too dark, too manly, too extreme, quite heavy, angry and sinister Looks too much like a regular protein bar packaging, no design, dark reflects psychology -> negative, death 3. Comments on insects: colour, unpleasant Seems like it’s made of crickets; illustrated insects are the least attractive; 2. Comments related about the product inside and its taste factors: “Ugly and looks like it’s made of crickets”, woman 25-34 years of age Does not look healthy, somehow does not link with food, inedible, get an impression of industrial processed product, looks poisonous

“Cricket image: I don’t like insects to have anything to do with food. 10. Dark colour: It would be likable if dark and shine (meaning bright) but this colour not nice”, woman 15-24 years of age

9. PACKAGING NUMBER 10

POSITIVE COMMENTS (11) 1. Adjectives and comments used to describe the packaging: Modern, dark, clear, clean, powerful appearance, sellable, impressive package design 2. Comments related about the product inside and its taste factors: Makes the biggest impression of the protein bar; Impression of PACKAGING NUMBER 9 nutrition; Exotic impression, suits with the product “Modern, dark and clear. When looking closer the pattern POSITIVE COMMENTS (8) becomes clearer.” Woman 15-24 years of age 1. Adjectives and comments used to describe the packaging: Professional design simple but trustworthy impression; good looking NEGATIVE COMMENTS (3) packaging; clean, fresh and have a good contrast; informative and 1. Adjectives and comments used to describe the packaging: attractive; colour palette mat / close to nature; visually beautiful but dark packaging informative; Clear looking label; fresh and clear images and colours 2. Comments related about the product inside and its taste factors:

62 63 POSITIVE COMMENTS (5) Appearance reminds (me) too much of fitness products 1. Adjectives and comments used to describe the packaging: 3. Comments on insects: “Unpleasant appearance reminds Natural & ecologic “The energy bar really contains cricket and too much of insects”, man 25-34 years of age on this package we really see it.” , man 15-24 years of age

PACKAGING NUMBER 11 NEGATIVE COMMENTS (26) 1. Adjectives and comments used to describe the packaging: scary, ugly, space monster, unpleasant, stale colouring, murky “Text is messy and not legible”, woman 25-34 years of age 11. 3. Most negative comments are about the insect: “The image of an insect does not attract, because it looks hostile. Also the colouring is somewhat stale. The whole general impression is messy.”, woman 25-34 years of age

POSITIVE COMMENTS (10) 1. Adjectives and comments used to describe the packaging: 13. clean, attractive, fine, trustworthy, fresh, cool, stylish 2. Comments related about the product inside and its taste factors: “Picture describes what the bar is made from -> cricket flour. Black & white works.” Man 15-24

“Artsy insect images. Organic looking paper wrapping.” woman 25-34 years of age PACKAGING NUMBER 13

NEGATIVE COMMENTS (5) POSITIVE COMMENTS (12) 3. All except one negative comments on insects: “Reminds me of 1. Adjectives and comments used to describe the packaging: contaminated food, swarming with flies.” woman 35-44 attractive, cute, sweet, looks new “Does not look attractive.” woman 25-34 years of age Most positive comments are about the pink colour of the packaging. 2. Comments related about the product inside and its taste factors: delicious looking; Package pleases me and makes an impression that the product is good; caramel looking packaging Other comments on the similarity of Geisha chocolate bar (Finnish chocolate product): 12. “Reminds me of Geisha packaging.” Man 45-54 years of age 3. Comments on insects: “I am a woman and pink pleases me. I still don’t like the image of an insect on the side” woman 15-24 years of age “I like pink a lot. Maybe the image of an insect might disturb a bit but the colour is my favourite indeed.”, woman 15-24 years of age "..looked like containing peanut but is something PACKAGING NUMBER 12 else.. ", woman 45-54 years of age

64 65 NEGATIVE COMMENTS MOSTLY ON THE COLOUR AND THE INSECT (6) Adjectives and comments used to describe the packaging: “Targeted too much at women.” Man 15-24 “…incoherence between pink and dead insect..” Man 25-34 “Insect looks mummified” Woman 25-34

the favourite of men and women. It succeeded well in all age groups. The brown packaging (number 1) with script typeface is the second most favourable packaging. There is no insect on the packaging but it creates 14. associations to chocolate and caramel. Apparently, that is one of the reasons respondents were drawn to select this packaging. This packaging also managed well in all age groups. Black packaging (number 10) with green logo was the third most liked one. Described as “modern, dark, clear & powerful appearance”. On the left side of the package, there is an abstract delicate fine outline of an insect wing. According to respondents, this packaging was the most similar to existing PACKAGING NUMBER 14 packaging.

1. POSITIVE COMMENTS (6): 37 Most positive comments on the colours. M “Packaging is attractive and trendy. Makes an impression 22 22 22 of a new product.”, woman 25-34 years of age 17 17 9 4 4 5 5 NEGATIVE COMMENTS (5): 0 0 2 2 -1 -1 Couple of comments on legibility, one comment on -2 -4 -8 insects and one about the product inside. -10 -11 -15 -16 “Looks like wet wipe packaging, not food. Unclear -19 -18 -25 what’s inside.”, woman 45-54 years of age -38

6.3. TEST RESULTS The least liked one had a big cricket on the face of the packaging (number 12). RESULT CALCULATION METHOD This was noted as “alien, scary, unpleasant”. Also, respondents did not like the colour of the packaging, they stated it looked stale and murky. Respondents selected their favourite packaging, giving two points for that The second least favourable package (number 7) has an unhappy girl on particular packaging. The two other favourites were given one point each. the package that says “I don’t like to cook”. This unfamiliar design approach Respondents also had to select three least likeable packaging and name the shakes the notion of packages and advertising telling only positive messages. one that they liked the least. The least favourite packaging was given minus Instead of cooking the girl, presumably, wants to eat something readymade two points, and the two other packages minus one. Then all the points were like a protein bar. Advertising and packaging design messages are usually calculated together. very direct and positive. This message might be too indirect and leaves an The most popular package (number 5) is the one with white background and impression that the protein bar does not taste good, even though the girl does light brown pattern, described as “pleasant, natural & attractive”. The packaging not imply that at all. colour is neutral and does not show insects. The most liked packaging was also

66 67 DIFFERENCES BETWEEN MEN AND WOMEN and they generally liked the colourfulness of it. This finding is correlation with previous studies that indicate women liking more colours than men. Women favoured the pink packaging (number 13) with a photograph of a Also, maybe the jewellery-like packaging was something that men did not cricket more than men. Interestingly, the cricket was a hindrance but the pink find attractive. colour defeated the so-called disgust factor. All the respondents who selected Both genders were sensitive to the insect image and the least successful this packaging as their favourite commented on the colour – the colour was packaging when counting all of the points was the package that has a close-up something they really liked. It also reminded the respondents of the existing image of the insect (number 12). Respondents depicted this packaging as chocolate bar brand Geisha. Some women did not even notice the cricket, but “scary” “alien” and “space monster”. This finding implies that people are thought the figure is chocolate or peanuts dipped in chocolate or caramel. The not used to seeing insects close-up and find them repulsive and scary. It is ones who noticed the cricket preferred the colour and ignored the cricket. One interesting that men were actually more sensitive to “unhappy girl” (number male respondent reported about the incoherence between pink colour and 7) than the image of an insect and voted the red packaging with unhappy

37 M

22 22 22 17 17 9 4 4 5 5 0 0 2 2 -1 -1 -2 -4 -8 girl as their least favourable. The result brings to mind the idea that men in -10 -11 -15 -16 general do not like to see unhappy women cooking in the kitchen. The real -19 -18 -25 psychological reasoning behind this result, however, remains unfortunately out of this research’s scope. -38

6.4. EVALUATION OF THE RESEARCH QUESTION dead insect that did not attract him. Another male respondent mentioned this • How does packaging affect the acceptance of insect food? packaging is “targeted too much for women”, because of the colour choice. • What are the effects of insect image on the packaging? The black packaging (number 8) with integrated brand name and logo was • What elements make an insect protein packaging desirable? one of the favourites of men but did not succeed well among women. Women • What are the personal factors that affect the acceptance of insect food? described the packaging as “looks threatening, quite ‘heavy’” and “too murky and masculine”. Men thought the packaging was stylish and represented Protein bars are usually fully covered with packaging, whereas bread or pasta simplicity. Respondents also liked that the brand name was integrated with packaging has a plastic window on the packaging where the consumer can an image of a cricket yet clearly informed about the main ingredients. One see the product. As existing protein bars often do not have a window, the respondent mentioned the “rock attitude” that pleased him. product purchase decision relies more on the packaging and the impression that it creates. Depending on towards which customer segment the product is targeted, packaging can lure specific groups of people to try it. Packaging can make the product stand out from the competitors and be distinctive. Distinctive insect product packaging attracts especially novelty seekers. Presumptively they want to see the insect on the packaging and are ready to try novel, even unusual food products. Normative graphic design that is close to its competitors, seeks The third packaging (number 14) that divided the votes of the two genders to stay below the parity line and blend in. Normative packaging also has its was white package that had colourful beetles visualised on the packaging. The customer segments but they might be less willing to try out anything out of packaging was favoured by women, who described the packaging as trendy their usual supermarket repertoire. Cleverly designed packaging can make

68 69 people who usually are not novelty seekers try insect food. most successful packaging in the test are going to be analysed. The most According to findings of this research, packaging that refers less to insects favourable packaging had an illustrated pattern that referred to sesame seeds with its visual appearance have better results in purchase situations, especially and honeycombs, according the informants. It is a premium looking protein when targeting broader groups of different customer segments. Customer bar that uses serif and sans serif font in the product information. The logotype segmentation and profiling of future consumers are helpful for designers to is written with serif typeface. The description refers to healthiness but also know what kind of packaging is suitable for the possible target market for describes that the packaging is made with cricket flour. The cricket flour is insect food consumers. given less importance by size, placement and the font colour is black. The Packaging is an intrinsic cue of the product properties. The decision packaging is fresh looking and uses white space cleverly and the position of of showing insects on packaging is complex and requires strategic design thinking. According to the results of the consumer behaviour test, an abstract representation of an insect scored higher than realistic illustration. Many of the respondents commented realistic insect illustrations as disgusting. Some illustrational aspects divided respondents’ opinions. For example insects that were placed next to other ingredients such as peanuts were described as

the logo leaves space for the background pattern to be noticed. The second most successful packaging reminded the respondents of chocolate. There are not many visual elements in this design, but those that have been used are carefully placed in order to create an elegant composition The product description relies on typography and the colour of the background. The logotype is hand made script font and the product information is written

"contaminated" by some informants. For others this representation appeared as "natural". Packaging that had multiple black and white realistic looking insect images was related to spoiled food and insect repellent. The same packaging, on the other hand, appeared as stylish, trendy and informative for others. Respondents commented that the insect should not look hostile. For many with sans serif. There is no reference to insects in this packaging. realistic close-up illustrations were related to repellents. However, close-up The third most successful packaging is the most similar to existing protein image of a cricket as an abstract representation combined with product name bars on the market. The packaging emphasizes health aspects and nutritional was described as stylish. To show or not to show insect on the packaging values of the product and does not verbally refer to insects. Instead, there is divided opinions: some informants were concerned that the product might be a fine outline of insect wings on the left side of the packaging that connects misleading if it does not have the image, whereas the others were content that the packaging visually to insects. Using green as highlight colour can be is better not to show insect, because the impression that it creates is negative. interpreted linking to insects, environment and natural diet. This packaging In order to understand what elements make the packaging desirable, the assures that an abstract insect image can be utilised, when designed with style.

70 71 and university. The fact that the location of the packaging test was close to a lunch restaurant next to office buildings, helped to gather quickly relatively large test group. The second location close to student cafeteria made it easy to reach informants of certain age that was lacking from the first test session. Socio-economic background, was not given high importance in this study, only educational background was required. The study concentrated on the perceptions of insect images on packaging, not profiling possible target audience. The survey did not include respondents’ psychographic information or further demographic details about their personal life, since the aim was Similar to these three is that the name of the protein bar is large, clear to gather intuitive comments. Long survey including respondents' personal and legible. None of these packagings had direct visual references to insects. details would likely +have repelled some of the prospective informants. Instead, the packaging had visual familiarities to existing Western food products such as sesame seeds, honey, chocolate and regular protein bars. The first people who want to try edible insects are most likely curious 6.5. FINAL THOUGHTS people who want to experience something new. According to the results of the consumer behaviour test, people who have been exposed to the idea of As edible insects are gradually transforming into consumer products, it is edible insects expressed more interest in consuming insect products. Therefore, crucial to understand which kind of packaging they ought to be packed. personal characteristics, education and experience have impacts on how people Considering the results of this thesis: maybe stereotypes reflect the truth, perceive edible insects. Also factors like peer group pressure and product at least for some – women like pink more than men and men like masculine relevance to the consumer have impacts. If the product is something that looking packaging. However, not all of the respondents reported this and many respondents do not relate or have no intention to consume, it naturally affects may disagree. Yet, it is interesting to think about in which direction packaging the acceptance of adoption. For instance, some of the respondents commented design is going. In the end it is about making attractive packaging design that that the product is irrelevant for them as they do not consume protein bars. sells the product and if one can increase it by targeting products for females Peer acceptance may also have an influence on trying and accepting edible and males separately, this may be the prospective future. Some products such insects. Peers can either nudge and encourage towards edible insects or their as toiletries have headed into this direction already. negative attitudes, and reactions might reflect negatively on consuming insects. As for insect packaging, according to this research, the following elements Many of the respondents did not think about the insect on the packaging should be taken into account: Insects are alien for Western people and we when they were selecting their favourites. Some made their selections based on are not used to watching them closely, therefore it might be wise to show the colour or the other visual elements that was presented on the packaging. insects from some distance and make it natural by placing them among other Colour liking and colour combinations have an impact on the selection of the ingredients. Some respondents noted that insects visualised and showed from packaging and attract attention. Colours also reflect gender difference as pink a close distance may make the product look like pesticide. The difficulty is that packaging was more favourable among women, whereas black packaging with edible insects should not look like pests but as one of the edible ingredients. masculine graphic design attracted more men. One way is to utilise beautiful images of insects in an abstract way that resemble food as little as possible but still shows visually that the product contains LIMITATIONS OF THE STUDY insect protein. Package number 10 is a great example of this kind of visual problem solving. The other idea is to use fictional-looking insects that frame This thesis is conducted within the limitations of Creative Sustainability the consumers’ thoughts further away from the protein origin. programme’s master’s thesis requirements at Aalto University. The literature Colours had an impact on the results as some of the respondents made their review consists of relevant, yet limited research about edible insects and selection according to their preferred colour. As mentioned before, yellow and marketing. The study discusses edible insects broadly and excludes perception red are the colours that attract attention and this can be utilised in edible insect differences among various insect species. This is an objective study and the protein packaging in order to highlight the product or brand, depending on results are freely available for anyone. whether the brand purpose is to shout or stay quiet in the supermarket. Also, The test group participated in the study by their free will. The age range if the intention is to neutralise edible insects, it would be wise to use some of the test group was between 15 to 65 years, excluding children and elderly other colour that is less attention-seeking. Despite the fact that colours have people, due to the fact that the test was conducted in a location close to offices culture-specific meanings, the way they are used in conjunction with other

72 73 design elements is more important than what cultural meanings they have. For example, black is often the colour of premium products, and with the right kind of design it can be used even for dairy products. Insect protein bars do not have normative colour coding and therefore all kinds of colours and designs are accepted, which creates an abundant playground for designers. This is both a fun and challenging task to fulfill. ­ The amount of insect to show in the packaging should still be carefully considered, depending on whom the product is targeted at. Some of the respondents wanted to see the insect image on the packaging, whereas some noted that this would repel them from buying insect protein food. When targeting mainstream, early majority or late majority (Rogers 2003), the packaging should show insects as little as possible. For example, gelatine that is derived from pork skins, pork and cattle bones, or split cattle hides can be disgusting for many, but exists in most gummy candy, gelatine desserts, marshmallows and in some ice creams and yogurts (Peta 2016). Yet, it is not shown visually in the packaging. Insects, and their by-products such as cochineal and shellac, are used already in our food production as food additives, but people are generally not aware of their origin. Depending on the possible customer segment, showing insects can actually be one of the accelerating factors when launching the first insect products. Later on, they can be part of our food in a hidden way, in order to reach the masses. The results of this research are not absolute, they need to be interpreted with cultural, designer and business sense. In comparison to other consumer behaviour research, the biggest insights from this research may be the plentiful ways to cope with a design task. An image of an insect can be interpreted in many ways, therefore it is not justified to argue that insects should not be visible in the packaging. Personally, I think showing an insect is an asset when combined with decent taste and graphic design skills. Designers are clever enough to find a way to show insects on consumer packaging to suit our Western perception. This can be done in such a subtle way that we might not even notice it, but wonder in amazement at that beautiful image.

74 75 7 BIBLIOGRAPHY

76 77 BIBLIOGRAPHY Kauppinen‐Räisänen, Hannele and Harri T. Luomala., 2010, Exploring AIGA San Francisco, An interview with John Silva The DuPuis Group, Consumers’ Product‐specific Colour Meanings. Qualitative Market Research: retrieved at http://aigasf.org/community/articles/an_interview_with_john_ An International Journal 13, no. 3, 287–308. doi:10.1108/13522751011053644 silva_the_dupuis_group (accessed 9.6.2016) Klayman, Ben., 2016, Edible Bug Industry Hopes Crickets and Kin Are the Baker, Melissa A., Jungyoung Tiffany Shin, and Young Wook Kim., 2016, An Next Sushi. Accessed August 5, 2016., Retrieved at http://www.reuters.com/ Exploration and Investigation of Edible Insect Consumption: The Impacts of article/us-usa-ediblebugs-idUSKCN0YI1B4 Image and Description on Risk Perceptions and Purchase Intent, Psychology & Marketing 33, no. 2, 94–112. doi:10.1002/mar.20847 Looy, H., Dunkel, F. V., & Wood, J. R., 2014, How then shall we eat? Insect- eating attitudes and sustainable foodways. Agriculture and Human Values, 31, Bloch, P.H., Brunel, F.F. and Arnold, T.J., 2003, Individual differences in the pp. 131-141. centrality of visual product aesthetics: concepts and measurement, Journal of Consumer Research, Vol. 29 No. 4, pp. 551-65 Menzel, P., & D'Aluisio, F., 1998, Man Eating Bugs: The Art and Science of Eating Insects. Berkeley, CA: Ten Speed Press. Dicke, Marcel. Why Not Eat Insects? Filmed (December 1, 2010). YouTube video, 16:34 Posted (April 10, 2016) Mlcek, J., Rop, O., Borkovcova, M., and Bednarova, M., 2014, A http://www.ted.com/talks/marcel_dicke_why_not_eat_ Comprehensible Look at the Possibilities of Edible Insects as Food in Europe - insects?language=en#t-554562 a Review. Polish Journal of Food and Nutrition Science. 64 (3), 147-157.

DuPuis, Steven and John Silva., 2008, Package Design Workbook: The Art and New Nutrition Business 1–18, 2014, Commercialising Edible Insects: How to Science of Successful Packaging. United States: Rockport Publishers Market the Impossible.

Evans, M., Jamal, A. & Foxall, G. 2006. Consumer Behaviour. John Wiley & Paivio, A., 1971,Imagery and verbal processes, New York: Holt, Rinehart, and Sons, Ltd. Chichester, West Sussex Winston.

Evira, Insects as Food, May 7, 2016. Accessed June 4, 2016. https://www.evira.fi/ Paivio, A., 1986, Mental representations: A dual coding approach, Oxford , en/foodstuff/manufacture-and-sales/common-requirements-for-composition/ England: Oxford University Press. novel-foods/insects-as-food/ Peta, 2016, What is gelatin made of? Accessed August 25, 2016. Retrieved at: FAO. 2009a. How to feed the world in 2050. Paper presented at the High Level http://www.peta.org/about-peta/faq/what-is-gelatin-made-of/ Expert Forum, Rome, Italy, 12–13 October. 2009 (available at www.fao.org/fileadmin/ Pilditch, James., 1961,The Silent Salesman.Beekman Pub templates/wsfs/docs/expert_paper/How_to_Feed_the_World_in_2050.pdf). Pratginestos, Juan., 2008, Climate Change in the Amazon. Accessed July 5, Invenire Marketing Intelligence, 2015, Business Opportunities within edible 2016. Retrieved at: http://wwf.panda.org/what_we_do/where_we_work/ insects. 1-41 amazon/amazon_threats/climate_change_amazon/.

Heath, P., Houston-Price, C., & Kennedy, O. B., 2011, Increasing food Rogers, Everett M. 2003, Diffusion of Innovations. 5th ed. New York: Free Press familiarity without the tears. A role for visual exposure? Appetite, 57, 832–838. Rozin, Paul; Haidt, Jonathan; McCauley, Clark R. Lewis, Michael (Ed); Journal of Marketing 2009; 73(5): 19–29., Supermarketfacts, Haviland-Jones, Jeannette M. (Ed); Barrett, Lisa Feldman (Ed)., 2008, Retrieved at http://www.fmi.org/research-resources/supermarket-facts Handbook of emotions, 3rd ed., (pp. 757-776). New York, NY, US: Guilford (accessed 1.4.2016) Press, xvi, 848 pp.

78 79 Shelomi, M., 2015, Why We Still Don’t Eat Insects: Assessing Entomophagy IMAGES Promotion Through a Diffusion of Innovations Framework Image 1. http://abugsalad.netsons.org Tuormaa, L., 2013, Pakkausvariaatioiden vaikutus kuluttajien brändiassosiaatioihin – Case: Fazerin Geisha-tuotteet (Master’s thesis) Image 2. http://bugvivant.com/recipe/chocolate-cremeux-toasted-crickets/

Underwood, R.L., 2003, The communicative power of product packaging: Image 3. http://www.gizmodo.com.au/2013/09/why-how-and-where-you- creating brand identity via lived and mediated experience, Journal of Marketing should-start-eating-bugs/ Theory and Practice, Vol. 10 No. 4, pp. 58-68. Image 4. http://time.com/3830167/eating-bugs-insects-recipes/ van Huis, A., van Itterbeeck, J., Klunder, H., Mertens, E., Halloran, A., Muir, G., and Vantomme, P., 2013, Edible insects: Future Prospects for Food and Image 5. http://nordicbynatureberlin.com/how-scandinavia-is-killing-your- Feed Security. FAO Forestry Paper. Rome: UNFAO. http://www.fao.org/ fast-food/ Photo credit: Jan Kapitän / Munchies docrep/018/i3253e/i3253e.pdf Image 6. Diffusion of Innovation Adopter Categories (Rogers, 2003). Redrawn. White, Madeleine., 2012, Meet the Man Behind the California Roll. The Globe and Mail. October 23, 2012. (Accessed August 5, 2016.)http://www. Image 7-11. Invenire Market Intelligence. The Model of the Diffusion of Edible theglobeandmail.com/life/food-and-wine/food-trends/meet-the-man-behind- Insect. 2015 the-california-roll/article4631256/. Image 12. California roll. http://www.justonecookbook.com/california-roll/

Image 13. https://www.amazon.com/gp/product/B00U9WA70M/ref=s9_acsd_ hps_bw_c_x_8

Image 14. https://www.amazon.com/gp/product/B00K5E9Q7E/ref=s9_ dcacsd_bhz_bw_c_x_1

Image 15. K-Supermarket Seinäjoki. Photo credit: Saara-Maria Kauppi

Image 16. Arla Ihana. Photo credit: Kuudes Kerros Design Agency

Image 17. Baker, Melissa A., Jungyoung Tiffany Shin, and Young Wook Kim., 2016, An Exploration and Investigation of Edible Insect Consump- tion: The Impacts of Image and Description on Risk Perceptions and Pur- chase Intent, Psychology & Marketing 33, no. 2, page 102

Cover images: Istockphoto

80 81 8 APPENDIX

82 83 APPENDIX 1 - THE DESIGN ASSIGNMENT AND SCHEME OF THE PACKAGING MOCK-UP Kuvan voi suunnitella koko koko alueelle, myös saumakohtaan saakka.

Saumakohta

Tärkeimmät graa set elementit tälle alueelle Brief 14.3. 2016 Text Vain pohjaväri • Design protein bar packaging, one ingredient is cricket flour Picture • The name of the protein bas is Entobar Entomophagy ( insect = ea-ng) • Ingredients of the packaging will be the same with all students • Students will design varia-on of protein bars that are going to be tested with a test group • Students will define target market themselves • The idea is to make authen-c protein bar packaging that will help to grasp the idea of how would an insect product look like • The size of packaging the is standard Text • Students will define the style , use your crea-veness ☺ • Packaging should be ready on 4th of April 2016 first ( tes-ng in 5.4.) One folded packaging and one printed flat (just in Kuvan case) voi suunnitella koko koko alueelle, myös saumakohtaan saakka. • Two varia-ons: • First, emphasis on the insect • Second, emphasis on the peanut Saumakohta

Tärkeimmät graa set elementit tälle alueelle Examples of design paths, create more if you Text like Vain pohjaväri Picture • Sinful • Healthiness • Natural taste • Safe taste (tested ingredients) • Humor • Basic product Text • Ethical choice • Novelty • For kids • For adults • Pure & fresh ingredients

84 85 APPENDIX 2 - SURVEY APPENDIX 3 - ORIGINAL PACKAGING COMMENTS Posivite comments above the line and negative under. Red female respondent, blue male. KYSELYLOMAKE: Tulevaisuuden hyönteisproteiinipakkaukset

Tämä kysely on osa Saara-Maria Kaupin pro gradu -aineistoa Aalto-yliopiston taiteiden ja suunnittelun laitokselle. Pakkauskonseptit on tehty yhteistyössä Lahden Muotoiluinstituutin toisen vuosikurssin opiskelijoiden kanssa. Alla pyydän tarkentavia tietoja valitsemastasi pakkauksesta ja itsestäsi.

1) Valitse 3 huokuttelevinta tuotetta - ympyröi numerot 1 2 3 4 5 6 7 8 9 10 11 12 13 14

2) Valitse niistä vain yksi, jonka ostaisit - ympyröi numero 1 2 3 4 5 6 7 8 9 10 11 12 13 14

3) Miksi ostaisit sen? - Mikä pakkauksessa miellytti sinua? Kuvaile.

Pliisu. M, 45-54 Selkeä, tyylikäs, pelkistetty, vastaa Selkeä, tyylikäs, pelkistetty, nyt vallitsevaa graafista suunnittelua eli sopii ajan henkeen N, 45-54 Simppeli ja tyylikäs. N, 45-54

4) Valitse 3 tuotetta, jotka koet vähiten houkutteleviksi - ympyröi numerot 1 2 3 4 5 6 7 8 9 10 11 12 13 14

5) Valitse niistä vain yksi, jonka jättäisit ostamatta - ympyröi numero

1 2 3 4 5 6 7 8 9 10 11 12 13 14

6) Miksi et ostaisi sitä? - Miksi pakkaus ei miellyttänyt sinua? Kuvaile. Nykymuodin mukainen “flat”-design. Selkeästi kertoo mistä on kyse. M, 35- 44 Pakkaus ei näytä samalta kuin tuotteen sisältö M, 35-44

7) Oliko hyönteisen kuvituksella vaikutusta houkuttelevimman tuotteen valintaan? - Perustele Kyllä Ei

8) Oliko hyönteisen kuvituksella vaikutusta vähiten houkuttelevan tuotteen valintaan? - Perustele

Kyllä Ei

9) Mitä mielikuvia tai tunteita hyönteisen kuvitus herätti pakkauksissa? Yksinkertainen, luonnonmukainen N 25-34 tyyli joka Nykyaikainen, nuorekas houkuttelee. N 25-34 Yksinkertainen, ekologisen oloinen, luonnontuotehenkeä :) N 25-34 Ulkonäkö M, 25-34 vanhahtava ja aikaansa elänyt Tylsä, M, 25-34

TAUSTATIEDOT: Ikä: 0-14 15-24 25-34 35-44 45-54 55-64 65-74 75-

Sukupuoli: nainen mies

Perusaste keskiaste / alin korkea-aste alempi / ylempi korkeakoulu/tutkijakoulutusaste Peruskoulu ylioppilas / ammatillinentutkinto AMK / maisteritutkinto / tutkijakoulutus Tylsä, N 15-24 Tylsä, Simppeli, neutraali väritys. N 15-24 Yksinkertaisuus M 15-24 Clean and simple. M 15-24 Näyttää suklaiselta koska ruskea ulkokuori. N, 15-24 Selkeä N, 15-24 Pakkaus on mitäänsanomaton N, 15- 24 Kiitos osallistumisestasi! Selkeä, laadukas ja houkutteleva. Ei lupaile liikoja. M 15-24 86 87

Tosi “vaisu” M 45-54 Tosi Luomun näköinen pakkaus M 35-44 Ulkonäkö selkeä 45-54

Raikas ulkonäkö, joka vähän avaa mitä tuote sisältää. N 35-44 Tylsä pakkaus -> ei kiinnitä huomiota M Tylsä 35-44 Näyttää saippualta N 35-44 (Vastaajan kommentti epäselvä, mille tuotteelle (Vastaajan kohdistettu) Yksinkertainen pakkaus, ei muistuta liikaa pakkaus vähän tylsä, alkuperästä. Toisaalta muistuttaa ketjukahviloiden tuotteita. Pakkauksena pidin eniten 8. N 35-44 Se vain tuntuu houkuttelevimmalta N 25-34 Luonnollisen “terveellisen” näköinen. Positiivisia mielikuvia herättävä väritys. N 24-34 perussettiä N, 25-34 Tylsä, Liian tumma ja pelkistetty. Musta Liian tumma ja pelkistetty. väri ei houkuttele. M 25-34

Selkeä, yksinkertainen M 25-34 En pidä sekalaisesta väriyhdistelmästä. Pienet kuvat näyttävät jotenkin ällöttävämmiltä, vaikka kuvina näyttävät hyvin mitä pakkaus sisältää. N, 15-24 Liian naisellinen, M 15-24 Pakkaus on tylsä ja vanhan näköinen, eikä siitä vilkaisulla selviä mikä se on. N 15-24 This package looks too simple, is nothing special compared there to the others. M 15-24 “Ei-mitään-sanova” M 15-24 Tylsä. tylsän näköinen kaikin puolin Tosi M 15-24

88 89

Ulkonäön perusteella N 55- 64 Sekava, teksti ja kuosi sekava, pikseleitä liikaa M 55-64 “Koria” N 55-64

Värimaailma miellyttää, ilmava yleisilme, skarppi layout, mutta ei liian N 45-54 Ei näy hyönteiskuvia N 45-54 Ei assosioidu liikaa hyönteiseen. N 45-54 Selkeä, luotettava M 45-54 Houkutteleva 45-54 Aika mitäänsanomaton ulkonäkö N 45- 54

Ruma. Ei kuvaa tuotetta. N 45-54 paketti, ei vaikuta Tylsä ruokapaketilta N 45-54 Ulkonäkö ei houkuta 45-54 Raikas ja jotenkin maukkaan näköinen. M 35-44 Hieno pakkauksen ulkoasu, värit, kuvio N 35-44 Näyttää hunajaa sisältävältä N 35-44 Näyttää siltä miltä pitäisi, sopivan neutraali. M 35-44 Miellyttävän näköinen M 35-44

Ulkonäön perusteella, värit ja teksti N 25-34 Pakkaus on houkutteleva. Ei hyönteisen kuvaa. M 25-34 Sekava paketti, mielenkiinto katoaa jos liian sekava. pieni, jää Tuoteotsikko heikosti mieleen. M 35-44 Näyttää joltain tarrasysteemiltä, ei liity syötävään N 35-44 Näyttää houkuttelevalta ja tulee mielikuva että tuote on hyvän makuinen N 25-34 Houkutteleva pakkaus M 25-34 luonnollinen ja vetovoimainen Tuore, M 25-34 Pakkaus ei suoranaisesti viittaa hyönteisiin. N 25-34 korostaminen Yksinkertaisuus. Terveellisyyden samalla. N 25-34 Miellyttävä ulkoasu M 15-24 mistä Pakkaus ei kerro tuotteesta on kyse. N 15-24 Jotenkin vain liian räikeä. N 15-24 Häiritsevän värinen. M 25- 34 Sisältää pähkinää N 15-24 Värit, tyylikäs N 15-24 ja on freesin Kääre houkuttelevan näköinen N 15-24 Oli niin hieno pakkaus M 15-24

90 91

Aneeminen N 55-64 Värit iskivät. En etsinyt informaatiota ensisijaisesti. N 45-54

Naama irvessä valmiiksi N 45-54 irvistelee. N 45-54 Näyttää jäätelöpuikolta. Tyttö Negatiivinen kuva - ei houkuttele kokeilemaan. N 45-54 Ulkoasu ei millään muotoa kuulu joukkoon N 45-54 Uusavuttomille M 45-54 Joku lapsikuvio ei houkuttele M 55-54 Negatiivinen ilme ei houkuttele ostamista edes huumorimielessä M 45-54 Keltainen hailee pakkaus. M 45-54

Kiva pakkaus. Ei ymmärrä että on kyse hyönteisistä. M 35-44 Sekava ja amatöörimäinen kääre. Edes piirretty hahmo Edes piirretty Sekava ja amatöörimäinen kääre. ei ole tyytyväinen. M 35-44 Negatiivinen pakkauskuvitus -> tulee mieleen että tuotteessa on jotain vikaa. Huomio kiinnittyi ihmishahmoon. M 35-44 Selkeät tekstit ja kuva - ei ylimääräistä “sälää” N 25-34 Kivat värit, hauska ulkoasu M 25-34 Pakkaus N 25-34

Värit on kivat, kokkaaminen myös. M 25-34 Tyyppi ei ole iloinen. M 35-44 Tyyppi Graafinen ja halpa. Muistuttaa pesuainetta. N 15-24 Kirkkaat värit, kontrasti, yksinkertainen. N 15-24 Looks like a lollipop. M 15-24 Pakkaus epäselvä, en tajua kuvan merkitystä. N 15-24 Nainen näyttää, että sitä oksettaa. N 15-24 Nainen kuvassa ei ole onnellinen. M 15-24 Negatiivinen ilme ei houkuttele ostamista edes huumorimielessä N 25-34 Negatiivinen kuva N 25-34 Naamalla oleva ilme ei miellytä. M 25-34 packaging, I want to see Looks like an ice cream what is inside at first sight. M 25-34 Surkea naama. M 25-34

92 93

Raikkaat selkeät kuvat ja värit. N 45-54 Raikas ja selkeä, pähkinän kuva houkuttaa. Hyönteissisältö jää taustalle, mikä on hyvä juttu. N 45-54 Ulkoasu, väri, visuaalinen ilme M 55- 64 Se kirjaintyyppi kiinnittää huomion M 55-64 Rapean näköinen M 55-64 Näyttää epäsyötävältä M 55-64

Humoristisin. Lähes “goottia”. M 45-54 Pakkauksen visuaalinen ilme on hyvä. M 45-54 Sopivan suklaisen oloinen M 45-54 Ei mitään designia M 45-54 Liian synkkä 45-54

Pähkinät on pääraaka-aine, tämä houkuttelee. Terveysvaikute tulee esiin. Värimaailma matta / luonnonläheinen N 35-44 kaunis, mutta silti Visuaalisesti informatiivinen. N 35-44 Selkeä etiketti, vihjaa hyvin tuotesisällöstä N 35-44 Selkeä pakkaus, josta käy sisältö selkeästi esille. N 35-44 Yksinkertainen design vetoaa M 35- 44 Hieno pakkauksen ulkoasu, värit, kuvio N 35-44 Räyhä N 35-44 Näyttää joltain myrkylliseltä. N 35-44

Kääre tarpeeksi yksinkertainen, Kääre logo oli hieno rock-henkisyys, kokonaisuus M 25-34 ulkoasu. Yksinkertainen Tyylikäs mutta näyttävä. M 25-34 Jotenkin ei yhdisty ruokaan ei kuvitus ja tyyli liian extreme, helpostilähestyttävä, jyrkkä. N 25-34 Se on jotenkin “uhkaavan” näköinen, N 25-34 aika heavy. Epämääräisen näköinen, tulee vaikutelma teollisesta, prosessoidusta tuotteesta. Äkäisen näköinen pakkaus N 25-34 Ruma ja näyttäisi tehdyn sirkoista N 25-34 Hyvän näköinen pakkaus M 25-34 Se on selkeä, raikas ja siinä hyvät kontrastit. Informatiivinen ja houkuttelevan näköinen. N 25-34 Hyönteinen kuvattu vähiten houkuttelevaksi M 25-34 Ei herätä mielenkiintoa tuotetta kohtaan, pakkauksen kuvitus jotenkin liian sekava. N 25-34 M 25-34 Näyttää liikaa proteiinipatukalta.

I like peanut -> bars with likable. Professional peanut are design, simple but trustworthy Healthy -> attract impression. people with healthy lifestyle. W 15-24 Paketin ulkonäkö ei miellytä ja antaa tuotteesta sellaisen kuvan ettei se ole minua varten. N 15- 24 Dark reflects psychology -> negative M Dark reflects 15-24 like insects to Cricket image. I don’t have anything to do with food. Dark colour: It would be likable if dark and shine but this colour not nice. W 15-24 Kuoleman värinen, epämiellyttävä. M 15-24 Liian synkkä ja miehinen. Ei näytä terveelliseltä. N 15-24 Pakkauksesta tulee mieleen salmiakkinen tai lakritsinen maku. Pakkaus on yksinkertaisen näköinen. N 15-24 tumma M 15-24 Tyylikäs silti jou - Yksinkertainen mutta erottuu kosta. Pakkauksesta käy myös ilmi että kyseessä on hyönteisjauhoa sisältävä tuote. M 15-24

94 95

Kertoo sisällöstä. N 45-54 mieleen pilaantunut ruoka, jossa Tulee kuhisee kärpäsiä N 35-44

Antaa jotenkin eksoottisen vaikutelman. Sopii tuotteelle. N 45-54 ilme. M 45-54 Voimakas Tumma, töyttäävä pakkaus N 45-54 Tumma,

Yleisilme, värit, selkeät nimet, suuret tekstit, Yleisilme, värit, selkeät nimet, suuret helposti M 35-44 erottaa/löytää Näkee heti mistä on kyse. Tekstit Näkee heti mistä on kyse. Tekstit muista kauemmaskin. Erottuu erottuu tuotteista. N 25-34 Selkeesti nimi, siistin näköinen N 25- 34 Kuvitus, esteettisyys N 25-34

Värimaailma ja siisti pakkaus. Tulee mieleen eniten Värimaailma ja siisti pakkaus. Tulee M 25-34 energiapatukka. pakkaus-design M 35-44 Vakuuttava Ulkonäkö M 25-34 Selkeä ja suht simppeli pakkaus M 25-34 Myyvän näköinen, mielikuva ravintovetoinen M 25-34 puoli viittaa liikaa fitness-tuotteisiin. Visuaalinen Liian sport, heh. N 25-34 Ikävä ulkoasu, muistuttaa liikaa hyönteistä M 25-34

N 25-34 Ei näytä houkuttelevalta N 25-34 Taiteelliset hyönteiskuvat. Orgaanisen hyönteiskuvat. Orgaanisen Taiteelliset näköinen paperi. mutta ei liian tumma. Pelkistetty, Hyönteisten kuvat plussaa niin tietää mitä ostan. Ei johda harhaan. M 25-34 Väritön, ötökän kuva N 25-34 Pakkaus on hauskan erilainen, mutta tyylikäs N 25-34

Selkeä, houkutteleva, hieno, luotettava N 15-24 Näyttää raikkaalle. Siisti. Hyönteiset erottuu. M 15-24 describes what the Picture -> cricket bar is made from Black & white works. flour. M 15-24 Liikaa ötököiden kuvia, ettei tee mieli. N 15-24 Etova kuva, tylsä. M 15-24 Moderni, tumma ja selkeä. Tarkemmin Moderni, tumma ja selkeä. Tarkemmin katsottuna pakkauksen kuviointi N 15-24 selkeytyy. Värikkyys ja logo M 15-24 Selkeän näköinen M 15-24

96 97

Väri. Geisha-patukan väri muistuttaa. M 55-64 Kokonaisuus ei houkuttelevan näköinen N 55-64 Hyönteisen kuva liian iso, ei houkuttele N Ulkonäkö ei houkuta M 55-64

Ulkonäön perusteella N 55-64 Ekologisen näköinen pakkaus N 55-64

Muistuttaa Geisha-patukkaa M 45-54 Yököttävän näköinen M 45-54 Houokutteleva paketti - väri, ei hyönteiskuvaa N 45-54 Näytti houkuttelevimmalta, näytti uudelta, näytti pähkinäiseltä -> onkin muuta - kuva näytti aluksi pähkinältä N 45-54

Pelottavan näköinen, ei houkuta koska ötökkä keskeisessä osassa - muistuttaa alkuperästä -pelottava kuva N 45-54 Hyönteisen kuva, ällöttää N 45-54 Hyönteisen kuva ei houkuttele N 45-54

Pakkaus on todella ruma N 35-44 Ötökkä on vastenmielinen N 35-44 Hyönteinen ei ole houkutteleva. M 35-44 Heinäsirkka hyppii silmille M 35-44 N 35-44 Avaruushirviö Epämiellyttävän näköinen. “hirviömäinen ulkonäkö” M 35-44 Paketin ulkonäkö miellyttää ja luo kuvaa että tuote on hyvä. N 35-44 Pakkaus näyttää houkuttelevalta, kinuskimaiselta. N 35-44 Hempeä väri N 35-44 Hyönteisen kuva ei miellytä, koska se näyttää vihamieliseltä. Myös väritys on epämiellyttävä jotenkin tympeä. Ja koko yleisvaikutelma on sekava. N 25-34 EI ole houkutteleva. M 25-34 Liian lähellä hyönteiskuva M 25-34 Selkeästi luonnollinen ja ötököitä sisältävä. M 25-34 I can quickly identify what is inside and the style very simple. M 25-34 Söpö pakkaus, herkullisen näköinen N 25-34 Väri. Ei kerro sisällöstä riittävästi Väri. Ei kerro M 25-34 vs kuollut hyönteinen? Vaaleanpunainen Ristiriitaisuus: hempeä väri ja kuollut hyönteinen, logon kuollut hyönteinen ei houkuttele M 25-34 Hyönteinen näyttää siinä muumiolta, ei houkuttele syömään N 25-34 Houkutteleva pakkaus N 25-34

Olen nainen ja vaaleanpunainen miellyttää minua. En silti tykkää hyönteisen kuvasta kyljessä. N 15-24 Pidän vaaleanpunaisesta väristä tosi paljon. Ehkä hyönteisen kuva saattaa hieman häiritä mutta väri on tosiaan lempparini. N 15-24 Liian naisille suunnattu. M 15-24 Paketti on suloinen ja houkutteleva jollain tapaa N 15-24 The energy bar really contains cricket and bar really The energy see it. M 15-24 on this package we really The image of the insect could be informative not attractive and it doesn’t but for me it’s my willingness to buy it. M 15-24 increase Heinäsirkka M 15-24 Pakkauksen ötökkä epämiellyttävän näköinen. N 15-24 Ötökkä on aika iso siinä. N 15-24 Ötökkä näyttää omituiselta N 25-34 on huonosti luettava ja sekava. Teksti N 25-34 Pelottava N 25-34 Ruma kuva N 25-34 Hyönteistorjuntatuote M 25-34 aika pelottava M 25-34 Vaikutelma Luo heti mielikuvan hyönteisen syömisestä. Ei houkuttele testaamaan. N 25-34 Kun näkyy noita hyönteisiä N 15-24

98 99 APPENDIX 4 - ORIGINAL TABLES OF THE RESULTS

The most and least likable packaging by all respondents

Suosikit ja inhokit, kaikki

50

40 33 30 25 20 20 17 18 16 17 19 15 10 11 14 12 9 17 14 13 14 12 Väritys miellytti silmää N 45-54 Näyttää kosteuspyyhepakkaukselta, ei ruualta. Epäselvä mitä sisällä on. N 45-54 Väritys hyvä, selkeä pakkaus N 11 10 4 8 7 3 6 3 5 5 0 -3 -5 -5 -4 -1 -6 -6 -12 -3 -10 -3 -8 -9 -10 -15 -11 -19 -10 -16 -27 -18 -22 -21 -12 -17 -20 -19 -32 -30 -27 -20 -40 -50 5 1 10 13 8 11 2 9 4 6 14 3 7 12 Luotaantyöntävän näköinen. N 35-44 Koska näissä on ötököitä. Onko näitä tuotteessa? Hyönteinen itsessään ei houkuttele. N 35-44 Suosikki 2 Suosikki 1 Inhokki 1 Inhokki 2

2

The most and least likable packaging by age

“Suosittuuspisteet” iän mukaan

59 60 13 50

40 22 31 30 14 19 Teksti hukkuu kuvan sekaan M 25-34 Teksti Kauniit värit N 25-34 Melko mitäänsanomaton tuote. Entobar nimi pakkauksessa hyvin epäselvästi. M 25-34 Pakkaus on houkutteleva ja trendikäs. Pakkaus on houkutteleva ja trendikäs. mielikuva uudenlaisesta Tulee tuotteesta. N 25-34 20 12 11 15 8 4 5 0 0 7 2 10 4 6 1 4 3 0 10 3 6 5 6 1 5 1 6 2 1 2 6 5 3 4 2 2 1 3 2 2 2 0 -1 -1 -4 -4 -3 -2 -2 0 -5 -2 -2 -6 -2 -2 -2 -1 -7 -3 -7 -14 -11 -13 -10 -2 -2

-8 -8 -14 -20 -3 -19 -4 -4 -30 -2 -31 -10 -40 -3 -14 -42 -50 -9 -60 -53 5 1 10 13 8 11 2 9 4 6 14 3 7 12

15-24 25-34 35-44 45-54 55-64

Huom. Suosittuus = ensisijainen suosikkiudet x 2 + toissijaiset suosikkiudet – ensisijaisest inhokkiudet x 2 –toissijaiset inhokkiudet Pakkaus kuvaa tuotetta sekä siinä on kauniit värit. N 15-24 It’s simple, informative and it looks It’s good (quality). M 15-24 6

100 101 The most and least likable packaging by women

Suosikit ja inhokit, naiset

30 25 20 20 15 15 13 10 8 5 14 12 9 9 7 5 10 8 6 10 7 7 5 5 2 1 3 0 2 3 2 3 2 2 2 -1 -2 -2 -3 -3 -1 -2 -7 -4 -2 -6 -1 -4 -5 -5 -6 -7 -5 -8 -3 -11 -16 -10 -14 -9 -11 -14 -17 -15 -13 -20 -13 -25 -30 5 1 10 13 8 11 2 9 4 6 14 3 7 12

Suosikki 2 Suosikki 1 Inhokki 1 Inhokki 2

5

The most and least likable packaging by men

Suosikit ja inhokit, miehet

25 20 11 15 10 13 10 9 8 11 5 10 6 5 9 5 11 9 5 6 0 6 2 1 4 1 2 1 3 3 2 1 3 3 0 -1 -2 -2 -3 -4 -4 -4 -1 -1 -3 -4 -6 -5 -5 -5 -4 -9 -8 -7 -11 -11 -8 -9 -7 -10 -11 -15 -15 -6 -14 -20 -25 5 1 10 13 8 11 2 9 4 6 14 3 7 12

Suosikki 2 Suosikki 1 Inhokki 1 Inhokki 2 Copyright Saara-Maria Kauppi 3

102 103 104